Publishers are struggling with the decline in home page traffic across the board. Bloomberg Media thinks it has found a remedy: 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.