Frommer's

Frommer’s

Digital Authority Partners helped Frommer’s boost site engagement and ad revenue through strategic A/B testing. By replacing slideshows with long-form, listicle-style content, the brand experienced a 5.2X improvement in web visitors’ session duration and a 39% increase in CPM revenue. DAP also optimized their email campaigns, with 200,000 subscribers receiving updated emails, driving higher engagement and unlocking revenue potential for the travel brand.

A/B testing drives increased engagement and ad revenue

E-commerce

Digital Strategy

Marketing

Analytics

Product Strategy

Background

One of the travel industry’s most enduring brands, Frommer’s asked DAP to find an innovative approach to better monetizing their website traffic. Furthermore, they wanted to optimize the performance of their email marketing campaigns.

Discovery

Our in-depth examination of Frommer’s content analytics clearly indicated that fundamental changes in the layout of their popular slideshows would lead to better engagement and more ad revenue. We also reviewed historical email campaign data and conducted staff interviews, which uncovered overlooked opportunities to increase conversion rates.

Solution

DAP executed a series of A/B tests on Frommer’s article pages that confirmed replacing slideshows with long-form, listicle-style articles would keep readers on the page longer. Next, we incorporated high-impact inline ads within the content, generating previously untapped revenue potential. Additionally, we articulated a performance-focused strategy for enhancing email campaigns.