SwingBySwing.com Doubles Ad Earnings & Kills Bounce Rate Using EZOIC
SwingBySwing.com is a digital publisher that features gold news and insights. SwingBySwing.com has grown quickly due to the popularity of their mobile app for golfers and is one of the top digital destinations for golfers and gold enthusiasts on the web. In late 2015, SwingBySwing started noticing declines in their ad earnings from their existing ad relationships. Despite their strong web traffic, user experience metrics and earnings reports were trending in the wrong direction. This inspired the site owners and operators to explore new optimization solutions for their site.
In may of 2016, based on conversations with Ezoic, SwingBySwing.com decided that the best way to optimize their site was through testing variables responsible for user experiences and ad earnings. They chose to use the Ezoic artificial intelligence platform to perform these tests and optimization.
How Swing By Swing Increased their Revenue
SwingbySwing.com started by dedicating only 20% of their traffic to optimization on the Ezoic platform. Ezoic works by testing ad combinations on a per user basis to optimize both earnings and important user experience metrics like bounce rate, time on site, and pageviews per visit. SwingBySwing.com worked closely with the Ezoic publishing team early on; as they understood going into this process that multivariate website testing
often takes time.
In the first few months, SwingbySwing.com only saw incremental increases in ad revenue. Once they began seeing small progress on the traffic they were testing, SwingbySwing.com worked with Ezoic to increase the percentage of traffic they allowed the system to optimize. As Ezoic’s artificial intelligence did it’s work on the increased traffic, their earnings per thousand visitors (EPMV) nearly doubled in the months that followed. Ultimately, their total site earnings from ads increased approximately 100% in just their first 6 months of using Ezoic despite a slow start.
SwingBySwing.com understood the patience that was required with per user testing and optimization, and made decisions based on data to drive a successful outcomes. However, some of their greatest benefits from testing and optimization extended far beyond revenue increases...
How SwingBySwing.com Dramatically Improved Session Duration
In their original plan for improving their site, SwingbySwing.com wanted to do more than just maximize ad earnings, they wanted to improve user experiences as well. They knew that both were critically important to the future of their site.
One of the aspects that intrigued SwingbySwing.com most about testing and optimizing ad combinations on a per user basis through Ezoic, was the ability to ultimately improve the ways users interacted and engaged in their content.
Time one site (or session duration) was a very important element in this equation. SwingbySwing already had a very good average session duration. However, as they tested more and more traffic with Ezoic, they found that they were actually able to increase session duration by 2 minutes and 25 seconds (approx. a 95% increase).
The correlation between session duration improvements and ad earnings improvements were nearly identical. They attributed the unprecedented success to Ezoic’s artificial intelligence learning from the early portion of traffic and ultimately optimizing it as more traffic was sent to the platform in the months following implementation.