Microsoft’s redesigning of the MSN web portal has taken a toll on the MSN itself and on Microsoft’s search engine Bing. The MSN traffic suffered a lot along with Bing’s service which was largely underused because of the redesigning. Microsoft (NASDAQ:MSFT) used MSN web portal to click through to Bing but now it’s being directed to competitor websites, hurting MSN’s traffic. Bing is also hurt in the process. Microsoft (NASDAQ:MSFT) already made a big mistake earlier this month when it asked comScore to put Skype, outlook and other web products under one MSN banner.
Now it’s impossible to know how bad the redesigning hit MSN’s traffic. ComScore is quite trusted in the internet fraternity and many publishers use its data to sell advertising or to evaluate themselves against rivals. The updating of MSN now features page view stats, mail and instant messaging, search, communications and much more. The problem arises when the user is directed to other websites rather than Bing. Bing was the source from which Microsoft (NASDAQ:MSFT) came to know about customer visits, preferences etc.
MSN’s worldwide visitors figure for last month was 677 million. Now MSN has no way to accurately measure such figures, unless it goes through another cumbersome process of redesigning which will require time and in the meantime will hurt their finances. Bing’s visitors have been dropping in the past couple months, and now with MSN’s redesigning; it’s likely they’ll drop substantially. Microsoft (NASDAQ:MSFT) has lost itself in its own labyrinth.
The question arises: Was there any need for the redesigning of the web portal. Microsoft (NASDAQ:MSFT) is known for its simplification of complex technology but this time the company has made a wrong move and now it’ll keep costing it every day. Each day the company will lose viewers and to add to the company’s woes, Microsoft (NASDAQ:MSFT) won’t be able to measure how much visitors they’ve lost. Logical decision would be to go back to the previous design.
But Microsoft (NASDAQ:MSFT) spent significant time and money on the new design and it would hurt the company to go back on its own decisions. Microsoft (NASDAQ:MSFT) must devise another way to measure the viewers and to somehow link the viewers back to Bing; otherwise it will be considered a suicide, directing traffic to competitor websites. ComScore’s reports regarding Microsoft (NASDAQ:MSFT) (Before the redesigning) shows that the company was losing viewers 20-60 percent on a monthly basis.
Considering the already waning situation, Microsoft (NASDAQ:MSFT) should have waited for things to get sustained. Microsoft (NASDAQ:MSFT) is in a dire situation and it needs to take desperate measures if it wants to regain its viewers. But for now, it looks like Microsoft (NASDAQ:MSFT) is either dumb or too generous to direct traffic to competitor websites; either way it will hurt Microsoft (NASDAQ:MSFT) unless it does something about it.