What does Ezoic do? Explained Simply.

Modified on: Sat, 4 Jul, 2020 at 12:30pm

What does Ezoic do?


Ezoic is a technology (or a system) that helps informational sites improve usability / content discovery on site and income from advertising. Our main features include:


1. Ezoic's Ad Tester - which tests the ad positions, sizes, locations on your site whilst your content remains exactly the same. This helps find out what visitors like and dislike, before adjusting to improve user experience metrics (like time on site, page views per visit, bounce rate...) and increase ad revenue. This is all based on data and numbers. Our Mediation app allows website owners to connect all existing ad partners and have them compete on an even playing field against Ezoic's own ad partners.


2. Ezoic's Layout Tester - which tests the templates and look of your site whilst your content remains exactly the same. It likewise makes adjustments to improve user experience metrics and relies on data and numbers. 


3. Ezoic's Site Speed Accelerator - which increases website speed, page load times and PageSpeed Insights scores. 


However, many of our publishers opt to experiment with Ad Tester initially. More information on the difference between Ad Tester and Layout Tester can be found in this article.


Why we think it's great...


We think testing size, location and type of adverts is the best way a publisher can improve usability and revenue from advertising. Based on data collected from over 700 participating sites (750k visitors a day | 24 M visits a month), websites earn 300%+ revenue compared to the previous site's layout. Users also spend 35% more time on the site. Ezoic furthermore allows publishers to compare apples-to-apples by splitting traffic between Ezoic and the original website configuration.


In addition to the above, using the Site Speed Accelerator prevents issues with image sizing, compression or serving images in next-gen formats through allowing you to lazy-load images, optimize resizing and serve them in next-gen formats. A faster site improves the user’s experience, in turn increasing their time spent on the site and likelihood of revisiting - this should in turn lead to an increase in ad revenue.


The below graph shows a publisher’s Ezoic ad earnings rise to comfortably over $5k in November 2019 since signing up to Ezoic in July 2019, with revenue increasing significantly by more than 50%.


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Take a look also at this blog post, which talks about using neglected analytics data to maximize digital revenue.


So, as a Publisher, what do I need to do?


Site owners do not have to do any technical work to run thousands of tests. The process / integration with Ezoic is super simpleWe've got a wide range of placeholders (potential ad locations) and different site layouts and the technology will test new page variants and ad positioning and sizing to identify which combinations drive the best user experience (i.e time on site, page views per visit etc.) as well as income from ad revenue. You can even tell the system whether you're more UX metric focused or more revenue focused!


The system will measure your revenue (earnings per thousand visits), your retention rate / bounce rate, page views per visitor, time spent on site and many more user experience metrics. Both appearances and speed contribute to improving user experience - more visits, pageviews and time spent on a site contributes to higher chance adverts will be clicked. The system uses AI to promote the right ad combinations for desktop, mobile and tablet, based on the data generated. The data-driven approach therefore provides a reliable and accessible experience. Clever hey?


What can I expect?


Each variation is tested by showing different versions to different user groups at the same time. Remember that it's the same content, but with ad combinations / new layouts. You will continue to add content exactly the same way you always have and the Ezoic platform will automatically adjust the test layouts via Ezoic's caching app. Combining testing outcomes with the Site Speed Accelerator contributes to an enhanced user experience and higher ad revenue as a result.


We have found that the results (in user experience metrics and revenue) speak for themselves, so there is no tie-in, no set up costs, no contract, no commitment required. Test it out and see the results for yourself!



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