Maximizing revenue with WordPress, optimized adtech and better hosting
Context
A US-based digital media publishing company.
Our client wanted to scale their publishing processes and increase the speed of content creation while reducing costs wherever possible. The overarching aim was to simplify and automate processes to boost advertising revenues and enhance readers' user experience and integrations.
Business problem
The client's various existing websites were ill-suited for scalable publishing, adversely affecting user experience and hampering ad revenue generation. They wanted to tackle the issues of high hosting costs, slow loading of website pages, and the impact of a legacy CMS that slowed the publishing process and thereby effected user experience negatively. On top of all this, an ineffective AdTech stack was causing revenue leakage.
Expected goals
The client's expectations from this engagement were to:
Reduce hosting costs
Attract higher volumes of visitors
Enhance their users' experience while consuming content
Maximize ad revenue
Solution
Faster and cheaper hosting, increased ad revenue
Boyle Software deployed a combination of new technologies to transform the client's websites, delivering an enhanced user experience while optimizing the ad revenue.
The website was migrated to a faster and more cost-effective hosting platform to improve performance and streamline the publishing process. It was complemented with faster communication between back-end and front-end. Further, it was migrated by keeping the metadata intact through custom migration scripts.
The adtech stack was re-engineered by integrating a key new platform that improved the ad performance while improving user experience, retaining traffic, and arresting revenue leakages.
The following technologies were used to deploy the solution:
Hosting: WordPress, a popular, open source CMS to improve the core functionality of the website and keep development costs low
Adtech stack: Google DoubleClick for Publishers (DFP) platform. DFP was integrated with 47 partners to maintain traffic and improve ad revenue.
Outcomes of the Engagement
Increased conversions, faster employee efficiency
Improved website performance
Reduction in hosting costs and improved performance resulting from a highly scalable and performative website. The website's uptime is nearly 100%, bringing the client great satisfaction.
Improved ad revenue
Enhanced user experience and increased ad revenue due to the scalable and responsive adtech stack
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Key project outcome metrics:
Improvement in cost per action
Increase in click- and view-throughs
More pages visited on average
Minute increase in average time on site per session