How Bloomberg Media is getting homepage traffic

Lucia Moses of Digiday writes about how Bloomberg Media is regaining traffic to its home page.

Moses writes, “When it relaunched its technology vertical in October, Bloomberg decided to ditch the infinite scroll at the end of articles and send people to the vertical’s homepage instead.

“‘The trend across media is the slow decline of direct traffic to homepages,’ said M. Scott Havens, global head of digital for Bloomberg Media. ‘In the process of building our new Bloomberg Technology vertical, we asked ourselves: How can we bring the homepage to users?’

“Three months in, Bloomberg is encouraged by the new feature, which it called Boomerang. The hack has only so far been applied to the tech vertical, where it has seen a sevenfold increase in monthly page views in the three months after the channel’s launch compared to the six months before the launch.

“Engagement has also gone up. People who were served the homepage on average have viewed 28 percent more pages per visit than those who were served another article via an algorithm-driven infinite scroll.”

Read more here.