Partner with Econify to strategically use full stack, AI, mobile, OTT, and cloud engineering to solve complex challenges.
Challenge
NBC needed a way to transform TODAY’s popular lifestyle segments into seamless, revenue-generating shopping experiences without creating friction for editors or viewers. While the site already featured shoppable widgets, the experience was fragmented - SEO performance and structured data were under-optimized, backlinks from the navigation and other key areas were sparse, and the tools for integrating products into content were limited.
Goals
We set out to increase click-through rates and product purchases on third-party sites by empowering TODAY’s editorial team to quickly and effortlessly publish shoppable content tied to broadcast segments. The experience needed to be fast, mobile-first, and optimized to maximize visibility and engagement.
Key focus areas included:
Seamless editorial publishing – enabling quick creation of broadcast-tied shoppable content without added complexity.
SEO and structured data optimization – improving search rankings to drive more qualified traffic.
Enhanced discoverability – adding strategic backlinks, including in the site’s navigation, to guide visitors to high-value shopping pages.
Mobile-first performance – ensuring a smooth, fast experience for on-the-go users.
Econify designed and implemented an SEO-driven content platform that increased discoverability, boosted conversions, and captured traffic during high-impact retail events.
Solution
Econify built a flexible, scalable platform with Next.js and React that seamlessly integrates editorial workflows, product data, and performance tracking, which powers TODAY franchises like Stuff We Love and Shop All Day. By enhancing SEO, introducing high-conversion widgets, and optimizing for major retail moments such as Amazon Prime Day, the solution drove higher rankings, increased traffic, and stronger click-through to third-party purchases - all within an effortless connection between content and commerce.
Business Value
"Shop the Show" is now a trusted, often-used feature that connects viewers with the products they see and love on TODAY, blending convenience, strong editorial curation, and frequent fresh deals to serve a substantial audience.
$60 Million
lift in gross revenue
Outpaced
People, CNET, CNN, NYT for Prime Day traffic
100%
Uptime during heavy Prime Day traffic spike
