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The Average Revenue Per User (ARPU) revenues from online sites can be dramatically improved using a few simple techniques. User engagement improves when you deliver relevance for the user and satisfy his or her demand for information.
Many sites have a large proportion of their audience viewing just one page in one month. Statistically they are the long-tail of the publisher's audience, often "blowing in" from search engines like Google. They land, see some content, and leave just as quickly.
However, instead of offering one article surrounded by a non-relevant set of ads and navigation bars, the publisher can improve user engagement by offering related links to content written both before and after the article was written, helping the user to explore the subject matter and invite the user to discover more.
Grapeshot has delivered Related Articles to many publisher portals, and most report a lift in Page Views Per User by another 6% overall. These are new clicks, not replacement clicks. Some report statistics as high as 19% lift in Page Views Per User.
These are just averages, but it is clear if publishers use automated methods to engage users though contextual cross-links, there is a low cost, effective method for improving relevance for the user.
Many publishers supplement display advertising revenues with commissions earnt on product promotions, using the quality of their brand to comfort would-be purchasers.
Similar to articles, product recommendations need to be made relevant to the context of the user, to what he or she is reading or researching at that time.
Grapeshot can profile the essence of the page, but also learn about the user's reading interests by historically profiling the words they like to read on the publisher's website. The result is page and user context that can be used to calculate the best products to promote - using relevance, rather than simply price or any another variable, as the key.
Grapeshot has used remnant skyscraper ad slots and special I-Frame ad slots to feature recommended products, and the results have been stunning. A five-fold increase in Click Through Rates as remnant skyscrapers are filled with pictures and descriptions of merchant products. Contextually relevant products provide an improved information service to users, who are more likely to click through and explore the product promotions on offer.