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Turn one-time traffic into engaged readers
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Software Design & Engineering Services
- System Integration
The Challenge
Extra.ie, an Irish website specializing in News, Sport, Business, and Entertainment, and part of DMG Media Ireland, faced a significant challenge after losing a substantial organic traffic channel due to a Facebook algorithm change. The company needed to rely on assets within their control. Despite reaching a large user base with their content, limitations with their mobile user experience (UX) meant they were struggling to fully utilize the scale of the content they had. With 92% of their traffic coming from mobile, Extra.ie understood that increasing the page views from every user would significantly impact their bottom line.
About The Customer
Extra.ie is an Irish website that specializes in News, Sport, Business, and Entertainment. It is part of DMG Media Ireland. The website reached 1,000,000 users in its first year and has continued to grow since then. The majority of their traffic, 92%, comes from mobile users. Extra.ie faced a significant challenge when they lost a large organic traffic channel due to a Facebook algorithm change. This led them to seek a solution that would allow them to fully utilize their content and increase page views from every user, thereby impacting their bottom line positively.
The Solution
Marfeel adapted Extra.ie’s mobile experience to recirculate their readers through subtle on-page UI cues. Marfeel implemented a Progressive Web App (PWA), integrated with reader recirculation features, providing Extra.ie’s readers with easy access to new content. Marfeel also delivered monetized Google AMP pages that instantly directed readers back to the main site, improving content discoverability. Marfeel’s premium Content Delivery Network (CDN) ensured that these readers could scroll, tap, and swipe through Extra.ie’s site without lag or high loading times. Finally, by measuring engagement rates at the reader level, Marfeel was able to optimize programmatic ad delivery to serve the optimum level of ad impressions without downgrading the user experience.
Operational Impact
Quantitative Benefit
