Marfeel Case Studies Turn one-time traffic into engaged readers

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	Turn one-time traffic into engaged readers Marfeel

Turn one-time traffic into engaged readers

Marfeel

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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 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.

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.

Impact #1	Marfeel adapted Extra.ie’s mobile experience to recirculate their readers through subtle on-page UI cues.
Impact #2	Marfeel implemented a Progressive Web App (PWA), integrated with reader recirculation features, providing Extra.ie’s readers with easy access to new content.
Impact #3	Marfeel delivered monetized Google AMP pages that instantly directed readers back to the main site, improving content discoverability.

Impact #1

Marfeel adapted Extra.ie’s mobile experience to recirculate their readers through subtle on-page UI cues.

Impact #2

Marfeel implemented a Progressive Web App (PWA), integrated with reader recirculation features, providing Extra.ie’s readers with easy access to new content.

Impact #3

Marfeel delivered monetized Google AMP pages that instantly directed readers back to the main site, improving content discoverability.

Benefit #1	40% increase in page views per visit
Benefit #2	12% decrease in bounce rate
Benefit #3	113% initial increase in average revenue per user

Benefit #1

40% increase in page views per visit

Benefit #2

12% decrease in bounce rate

Benefit #3

113% initial increase in average revenue per user

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Overview

Turn one-time traffic into engaged readers

Operational Impact

Quantitative Benefit