AOL to “rethink core purpose” of its site

AOL is to revamp its European homepage after admitting the strategy for the website has been focused on internal priorities rather than consumer needs.


The new strategy will place a greater emphasis on user data in a bid to ensure the homepage is a more powerful experience for users and advertisers.

The site already features editorial content as well as acting as a hub for brands to place display ads and advertorial but AOL says it is in need of “innovation and a rethinking of its core purpose”.

The redesigned homepage, which looks set to be unveiled next year, will be supported by a direct marketing campaign to recruit new users and an existing customer education programme to highlight the benefits of the new site.

The move follows the revamp of rival MSN’s offering, to focus more on exclusive editorial features and live news content.

Yahoo! also recently changed its strategy to focus more on hosting professionally produced videos.

AOL UK made a foray into personalised content earlier this month by launching its first tablet magazine, Editions. Users can tailor the editorial content in the app around their personal interests.

An AOL spokesman says: “We relaunched the homepage in June of this year. We are always looking at ways to improve the experience for our consumers across all of our sites and as you would expect we iterate constantly on our offering. That said, we have nothing to announce around our homepage at this time, but will be back in touch should that change.”

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