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About the client
American Marketer is the foremost online publication that provides high-quality news, insights, and trends in luxury branding, retailing, and marketing. The site offers world coverage of current articles, editorials, and multimedia. Keen to be an industry leader, the client aimed to transform its digital presence by enhancing its digital footprint with a modern, friendly, and scalable digital presence.
12.5%
CTR on Notifications
+300%
Avg. Site Duration
+60%
Mobile Traffic
American Marketer
New York, USA
Digital Media
Problem Statement
The client had an older infrastructure of CMS and the web with restricted mobile responsiveness and no mobile applications. This led to a problem with user engagement and impacted traffic and ad revenue.
User Engagement
There was a low browsing experience for mobile visitors who churned out.
Scalability Issues
The old system could not support heavy traffic and was not easy to add new functions.
Limitation of Content Distribution
Absence of real-time notification system or adequate sharing.
Brand Presentation
The visual experience did not fit in the high-end luxury segment the client was catering to.
Key Challenges
The Solution
Ouranos Technologies provided a next-gen digital solution, which includes a fully responsive Website and native mobile apps in line with the American Marketer luxury branding and content-first approach.
Key Results
Operational Benefits
- Cut down editorial workflow by 40%
- Real-time publishing allows updates of content 24x7
- Peak event high traffic scalable architecture.
Customer Impact
- 300 percent growth in average site duration.
- The bounce rate decreased by more than 35 percent.
- 4.7 and above average ratings in the iOS and Play Store.
- Mobile users have become 60 percent of overall traffic.
Business Growth
- Increase in number of newsletter subscribers as a result of better UX.
- Attracted more quality advertisers and sponsorships.
- Enhanced brand perception on luxury digital publishing.
Our Approach
01. Discovery Phase
- Various workshops with the American Marketer editorial and marketing departments.
- Evaluated current architecture, user behavior, and analytics data.
- Benchmarking of competitors and development of UI/UX approaches.
02. Requirement Analysis
- Stakeholders: Admin, Editor, Reader (guest and registered), Mobile User.
- Features that were prioritized were those that were deemed efficient in terms of editorial and user interaction.
- Recognized the necessity of real-time updates and cross-platform availability.
03. Design & Proposal of Solution
- Introduced a full redesign of the site on a headless CMS.
- Created and built native mobile applications on iOS and Android.
- Deployed a new UI that had the luxury editorial look and feel.
- Increased performance levels and security.
Key Modules
Responsive Web Based System
- Active home feed in category (News, Opinion, Features, etc.)
- Full-length article pages with side content and writer bios.
- Search engine optimized with schema and AMP.
- Integration with social sharing.
Mobile applications (iOS / Android)
- Easy experience of reading and offline storage of articles.
- Breaking news push notifications and editor choices.
- Native experience to comment and share.
- Log in by the user to access personal reading history.
Administration Portal (CMS)
- Content approval & moderation
- Editor, contributor, and admin-level access.
- Scheduling, tagging, and SEO tools.
- Real-time analytics dashboard.
Technologies Used
- CMS: Wordpress
- WordPress REST API
- Mobile App: Flutter
- Database: MySQL
American Marketer
Thanked us for what we did
We were looking to have a digital product that met our editorial standards and Ouranos provided that to us. The new apps and websites are sleek, speedy, and simple. We have an increase in time spent by our readers and engagement metrics all around.
American Marketer Team
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