Online travel search site increases eCPM and lowers its cost of ownership
An online travel search agent is an owner of the some of the very popular travel domains and servers a significant number of audience. They provide an interface to search flights and derive a significant amount of revenue from advertising.
Product Development, Cloud Computing.
Zend Framework, Memcached, Solr, Amazon EC2, PageSpeed, PHP, Apache, MySQL.
As the solution was rolled out, the business could immediately see the cost of operating the site reduced significantly. The new site was simplified and quick to respond. As time passed the quality of ads from the network gradually started to increase, contributing to higher revenue for the business.
With the major source of revenue being advertising, the business needed to improve the effective CPM of the ads that were being shown on their site. They needed the website to be reviewed and recreated in a way that achieved better eCPM and reduced the cost of ownership.
The current application was simple, built with .Net, used proprietary technologies and was hosted in a data center. There were two separate challenges in this case. First, the website employed proprietary tools to a vast extent resulting is less control and high ongoing cost. The second challenge was about improving the rates of those advertisements that were shown by the ad network.
The team at Continuity1 took a unified approach that solved both the problems. The proposed solution was about using proven methods of reducing the cost and improving the user experience.
First, the application was completely migrated to open source and moved to an on-demand cloud computing platform. This greatly reduced the cost of operating and maintaining the site.
Second, the challenge about increasing the eCPM was all about giving better user experience which in turn will increase the reputation of the website. The user interfaces of the site were simplified and the backend was energized. Use of technologies like Solr and Memcached were used to increase server performance and best practices of content delivery were employed to increase network performance.
All of this when combined, greatly increased the quality of user experience, which is how search engines today measure as one of the important factors in a site’s rank. As a consequence of the improved rank the quality of ads delivered by the advertising network also increased.