Star's website is proving a hit with users

The number of pages being viewed on the Shropshire Star's website has more than doubled in the past year, it was revealed today, writes Features Editor Carl Jones.

More than 1.63 million pages of www.shropshirestar.com were viewed in April, compared with just over 802,000 during the same month of last year.

The latest official ABCe audit showed that, over the course of the month, 114,388 unique users visited the site - a 14 per cent increase on a report in November. On average, the website now has 6,942 unique users per day, with the daily average number of page impressions topping 54,000.

Shropshire Star editor Sarah-Jane Smith said: "The ABCe audit is pleasing. It appears to show people are visiting the website in greater numbers and actually enjoying the experience. The internet team will continue to work hard to introduce new features, such as the weekly podcast, to enhance the website and to complement what is offered in print."

David Ratcliffe, head of MNA Digital which runs the site, said: "We have worked hard to develop the infrastructure to begin accelerating online growth. It is, therefore, encouraging to see our readers respond to our investment in new technology."

ABCe managing director Richard Foan said: "It is highly encouraging that the Shropshire Star is delivering both comparability and transparency by committing to having its site traffic figures independently verified to industry agreed standards."

"ABCe audited figures continue to provide the online media industry with an important tool to support media buyers and advertisers in their buying decisions and for the market as a whole to demonstrate accountability of spend online."

The ABCe results come after a survey of Shropshire Star website visitors showed 22 per cent considered the site's performance and appearance to be excellent, while a further 61 per cent rated it good and above average.