Lose weight or get healthy?

If you define the problem as ‘we need more page impressions’, you have already put the focus in the wrong place. Once the metric becomes the goal, shortcuts that may damage the product suddenly become viable. Worse, they become easy to justify.

A better frame is to ask why people are not finding enough value to stay, read, return or continue. Fix that, and the page impression problem starts to look rather different.

In other words, stop trying to lose weight and get healthy instead. By ‘getting healthy’, I mean fixing the user experience, although I hope that part was fairly obvious.