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National Review Boosts Engagement and Monetization with Marfeel
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Functions
- Sales & Marketing
Services
- Software Design & Engineering Services
The Challenge
National Review, a leading US conservative magazine and website, was facing challenges with its mobile website. The website was slow and had an outdated user experience (UX), leading to low engagement and high bounce rates. This resulted in poor monetization and lost ad revenue. The magazine's core audience, predominantly males aged between 35-64, visit the site for political commentary and analysis. However, due to limited internal resources, National Review was unable to build a new mobile website or implement a robust solution for delivering content using Google AMP within a reasonable timeframe. The challenge was to develop an intuitive UX to keep readers engaged, achieve higher numbers of newsletter signups, boost monetization, and improve speed and search visibility to increase inbound traffic.
About The Customer
National Review is a leading US conservative magazine and website that covers news, politics, current events, and culture with detailed analysis and commentary. Founded in 1955 by author and TV host William F. Buckley Jr., the magazine has grown into the digital age. The magazine's audience visits the National Review for political commentary and analysis. This core audience is interested in a mixture of political news, entertainment and celebrity news, and developments in finance and business. The readers are predominantly aged between 35-64, with a gender breakdown of 75% male and 25% female.
The Solution
National Review partnered with Marfeel to address the challenges with their mobile website. Marfeel implemented its solution to improve the website's page speed and provide a best-in-class UX. Additionally, Google AMP was put in place to improve load times and enhance recirculation through improved search rankings. The aim was to result in higher traffic and more engaged readers, leading to a boost in newsletter signups and improved monetization. The Marfeel Solution was first implemented on National Review’s mobile website, with the aim of improving page speed and providing a superior UX. Following this, Google AMP was introduced to enhance load times and improve search rankings, thereby increasing recirculation.
Operational Impact
Quantitative Benefit
