Technical Deep Dive

HB Stone

Articles on Yummly

Goals: increase engagement and retention

- more article page views

- more clicks from articles to recipes or features

- account signups whose session began with an article

Baseline

Content team was writing articles in the CMS Contentful using Markdown.

We initially added support for custom markdown tags (details can be discussed) but this was still painful for the content team.

Solution

Contentful introduced a rich text editor with embeddable Custom Components.

Web team built the component UI on our side with Design/Product guidance, also set up the Contentful fields with Content input for maximum clarity and reliability.

Good for Content

Faster article creation process, more reliable data, and good looking (read: more engaging) components

Good for Devs

More autonomy for the Content team means less dev time guiding/coaching and less debugging CMS surprises.

Collaborate with Design/Product when creating components, collaborate with Content when adding the CMS fields and validation

Good for Yummly

• Year-over-year growth:
  • 262% first year: 587k to 2.1m article pageviews
  • 60% second year: 2.1mil to 3.36m
  • 31% third year: 4.48m article pageviews per year
• Multipronged approach involving these content changes alongside collaboration with SEO and Analytics teams to create the most relevant and engaging content.

Technical Deep Dive

HB Stone