AdPrime’s popular lifestyle website that targets women over the age of 50, thirdAGE, was facing an array of challenges: the site looked outdated, the backend was difficult to manage, and the CMS couldn’t handle the traffic (200,000–2,000,000 unique visitors per month). As a result, the company was losing ad-revenue opportunities.
Our re-imagined iteration of thirdAGE started where all improvements of significance take place—inside.
We scrapped Drupal as the CMS and architected an infrastructure within Amazon Web Services for better load balancing—a must for the amount of traffic running through the site. We also re-designed the entire site using WordPress, so the clients would have maximum flexibility for updating content, integrating ads, building additions to the site, and more. In the process, we migrated 60,000+ pieces of existing content from the old site to the new site, integrating it all into the new framework.
thirdAGE is an ad-based site, so, as part of the design process, we created more space for ads while decreasing obtrusiveness: ads were integrated into slideshows and paired with relevant content. To make sure this process was seamless, we worked hand-in-hand with the Ad-Ops team at AdPrime.
Within two months of launch, page views per session doubled when compared to the previous year.