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You are here: Home / Customer Engagement / Yahoo Makes Over App, Home Page
Yahoo Makes Over Mobile App, Home Page in the U.S.
Yahoo Makes Over Mobile App, Home Page in the U.S.
By Jennifer LeClaire / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
Google long ago overshadowed Yahoo, but the company is still working to acquire and retain new users to its network of sites. To that end, Yahoo has just updated its mobile app and home page in the United States.

Simply stated, Yahoo is giving prominence to news, content and video on its home page. Viewers will see the content that matters most to them based on personal preferences, whether that’s sports, politics, entertainment or some other category.

“We’ve made it easier to discover and create conversations with a community around engaging content and follow the latest developing stories in a nearly infinite news stream,” said Simon Khalaf, senior vice president of mobile and emerging products at Yahoo, in a statement. “As we worked to build this new experience, we looked to the latest mobile trends to guide us.”

Tapping into Rising Demand

News and magazine apps grew 141 percent in 2015, according to the Flurry Trend Report. That appears to demonstrates a strong interest among users to fine and read Web-based content. With the changes, Yahoo promised a consistent experience on the Yahoo home page and app regardless of what platform consumers are using.
 Users can download the Yahoo app from the App Store and Google Play Store.

“With this update, we’ve made it possible to sift through more content in less time. You no longer need to open individual articles in multiple browser tabs; instead, you can simply scroll through related stories inline,” Khalaf said. “Up top, our editors pick some of the most important stories you need to know, alongside content most relevant to you.”

A user who wants to dive deeper into a particular headline, can click the heart icon or click through to find stories on the same or related topics. With built-in intelligence, the technology learns the types of stories a user likes as that individual continues to use the platform, which then displays more of the same types of content. But is all this too little too late with Google reigning supreme in the search world?

A Launching Pad

“Yahoo still has a massive audience. It needs to continue to improve and update the user experience,” Greg Sterling, vice president of strategy and insights at the Local Search Association, told us. “The home page and its app are critical areas for audience engagement and retention. So, yes, it matters.”

News stories can be the launching pads for conversations, Khalaf noted. Yahoo aims to amplify the voice of its readership by making it easier to share views and chat with other readers about headlines, he said. With this tech update, comments appear directly inline so they're easier to follow. Readers can also opt to receive instant notifications when breaking news is reported, and get updated on the latest developments, according to Khalaf.

At the conclusion of the announcement, Khalaf revealed the ultimate motive behind the changes: advertising dollars. “We’ll continue to offer the same great opportunities for our advertisers with more to come so stay tuned,” he said.

Image Credit: Yahoo.

Tell Us What You Think


Posted: 2016-03-01 @ 7:55pm PT
Hey Yahoo, read all of the negative cause if you don't change, your stocks will be lower than whale poop. Get the message 'cause you are making it real easy for Google to take over.

Posted: 2016-02-19 @ 9:47pm PT
Just joining the consensus: this change is awful. More "junk" stories, it slows browsers down, can't scroll through the news w/ photos, and now I have to open 2 windows to read the full story. Used to favor Yahoo for news. Not any more.

Posted: 2016-02-10 @ 6:48pm PT
Really dislike new home page--liked the sideways scroll w/photos, that you could look at 30-40 varied content rpts very quickly, then click to read one that interests you. Now I see 4 stationary news photos, & all else is randomly jumbled down the screen in smaller photo & text, & so many damn "sponsored" ads put in between. JUNK.. go back to the scrolling format.

Posted: 2016-02-09 @ 11:35am PT
I loathe it. Go back to the simplified, condensed style.
I want to see the first couple of lines when I mouse over the trending stories in the top block like I used to. I do not want to see other little story blocks embedded within the individual stories underneath. You have spread things out stupidly, unnecessarily.

Posted: 2016-02-05 @ 5:58am PT
Don't like the new format either. The Finance Page is really worse than before and unresponsive to stock quotes. Bring all the old formats back!!!

Posted: 2016-02-04 @ 4:07pm PT
Scrolling through the news was the reason I used Yahoo, this new page stinks.

Dean Allen:
Posted: 2016-02-01 @ 3:47pm PT
I totally hate it, want old Yahoo back.

Posted: 2016-02-01 @ 8:43am PT
Yeah, piling on.... but it's bad.

Learn from your counterparts mistakes and successes. Simple and fewer changes typically wins out. A new facelift every 4 months (going the wrong way) is driving away your long term base.

Darleen Buie:
Posted: 2016-02-01 @ 7:48am PT
Make my home page.

Posted: 2016-01-31 @ 11:16am PT
Please bring back the previous homepage. It was easy to navigate and had My Yahoo in the upper right corner. I liked that feature. :)

Bye Bye Yahoo:
Posted: 2016-01-31 @ 7:42am PT
I am so tired of the Yahoo home page always changing its format. I especially hate the January 2016 change! I want to be able to scroll through the top news. Bring the old home page back!

Posted: 2016-01-31 @ 7:27am PT
It's really bad, I'm using until AT&T figures out why they are getting so much traffic. I already created a new Google GMAIL account and will be directing all my Yahoo e-mail to GMAIL. Good Bye Yahoo

Posted: 2016-01-30 @ 9:01am PT
I hate the new format. Bring back the old one.

Posted: 2016-01-30 @ 4:34am PT
The new format is horrible! And I'm not alone in this opinion. If Yahoo is trying to stay afloat, they've just popped the first hole in the bottom of their boat with this move....

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