Rediff's Minimalistic Design: Traffic Impact

In mid July, Rediff made a complete revamp of its homepage. They had removed the ads completely on Homepage and made it simple looks wise.
This was considered a major gamble by Rediff. Below are the details on what was its impact on rediff's traffic after this change.

Alexa's Graph(Page Views):
Comscore Graph(Visits):

The minimalistic design definitely didn't have any positive impact on traffic, It only on negative side but cant be attributed completely to re-design as graph was already going down. Even if the impact on traffic may not be major the amount of revenue lost because of stripping ads on home page may be huge. It will be interesting to see this Quarters results from Rediff.

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