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Autoweek's Mobile Website Optimization with Marfeel
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Automotive
Applicable Functions
- Sales & Marketing
Services
- System Integration
The Challenge
Autoweek, a leading publication in car culture, was facing challenges in optimizing its mobile website. The primary consideration was speed, as the company aimed to reach new readers and capture a larger share of the car culture audience. However, being the only B2C magazine in its publisher’s portfolio, Autoweek’s development support for mobile was stretched thin. Its creative needs were significantly different from its B2B projects, and the magazine did not have the internal resources to dedicate to improving its website load times. The goals for Autoweek’s mobile website included growing the number of readers visiting the mobile website, reducing load times to under 3 seconds to decrease bounce rates, and improving usability to deliver a smoother reader experience.
About The Customer
Autoweek is a leading publication in car culture, described as the 'Car Culture’s Publication of Record.' It focuses on the experiences people actively choose to have with their cars, such as racing, overlanding, track days, cruising, and late-night wrench sessions. Autoweek has a diversified and educated audience with a median age of 48 years old, with a gender split of 78% men and 22% women. The magazine is owned by Crain Communications, which manages 54 industry-leading brands in 13 global locations.
The Solution
Autoweek chose to work with Marfeel's One Ad Per Page model. This meant that Marfeel would manage second ad slots on pages while delivering its powerful technology solution. The Marfeel solution offered industry-leading performance, an intuitive user experience crafted by experts over thousands of hours, and simple customization options. This solution aligned perfectly with Autoweek's goals of increasing reader numbers, reducing load times, and improving the overall user experience. By leveraging Marfeel's technology, Autoweek was able to fully optimize its mobile website, reaching its target audience more effectively.
Operational Impact
Quantitative Benefit
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