dataguy - 4:59 pm on Mar 28, 2010 (gmt 0)
Thank you all for your replies. After 3 weeks of testing I can make some preliminary observations.
The simple bottom line is that of the pages that I split there has been a 87% increase in page views and a 12% increase in AdSense revenue. Bounce rate is down from an average of 90% to 61% now.
My biggest concern was that I'd lose some search engine traffic to these articles. We all know that changing an established page can have disastrous results. After 3 weeks there is normal fluctuation, but averaged out traffic appears to be consistent with what it was like before splitting the pages.
One surprise is that some pages earned very little revenue before and now earn quite a bit. I guess it averages out though, since overall revenue is only up 12%.
Only about a fourth of my pages have been split as I didn't want to be too aggressive in splitting existing pages. As new pages are added, the percentage will increase. 12% is 12%, and could likely result in hiring another employee. So far I have no regrets in moving forward with this experiment.