Startstop

Startstop.sk is a Slovak online automotive and lifestyle magazine focused on cars, motorsport, and mobility. The project was launched in 2017 as an innovative auto–moto media platform and has since grown into one of the most visited automotive websites on the Slovak market, reaching approximately 450,000 monthly real users and over 900,000 page views according to Google Analytics.

Over time, Startstop.sk became part of a broader media ecosystem. In 2022, it merged with STOP magazine, the oldest automotive magazine in Slovakia, published continuously since 1970. This merger resulted in a unified editorial team combining strong digital presence with decades of print publishing experience.

Today, Startstop.sk belongs among the top five automotive editorial teams in Slovakia, offering a comprehensive multiplatform media presence: online via web, social networks, and YouTube, and offline through a nationwide print magazine distributed at newsstands, gas stations, and retail chains.

Initial Situation

The goal of the cooperation was not to rebuild the website from scratch, but to stabilize, optimize, and prepare the existing platform for further growth and monetization. A key part of the work was identifying which issues were caused by WordPress itself, which stemmed from server limitations, and which were related to third-party services such as Google AdSense and Facebook comments.

Scope of Work and Key Areas

1. Website Speed & Performance

One of the most critical problems was page loading speed. Initial tests showed an average load time of approximately 5.7 seconds, which negatively impacted user experience, SEO performance, and ad revenue potential.

Our approach included:

Testing multiple caching solutions (WP Super Cache proved unsuitable due to server configuration restrictions),
Selecting WP Fastest Cache as a stable and maintainable solution,
Implementing page caching and basic output optimization.

Result:

Load time reduced to 1.7 seconds,
Website performance moved into the faster half of tested websites,
Significant improvement on desktop devices, with partial gains on mobile.

2. Commenting System & Social Interaction

Another requirement was to enable easy user commenting, preferably through existing social accounts.

We implemented the Heateor Social Comments plugin, which:

Displays Facebook comments by default,
Allows visitors to comment immediately using their Facebook account,
Still provides the option to switch to native WordPress comments.

We also clearly communicated the trade-offs of this solution:

Advanced moderation and notification features require paid add-ons,
The chosen setup represented a balance between cost, speed of deployment, and functionality.

3. Advertising & Monetization (Google AdSense)

Activating Google AdSense turned out to be more complex than initially expected. Despite correct login and test placements, ads were not displaying.

We investigated and identified several potential causes:

The AdSense account may have been created as a hosted account, which is unsuitable for custom websites,
Missing or incorrect AdSense code placement in the website header,
Incomplete verification or incorrect linkage between the AdSense account and the domain.

While some steps required direct cooperation from the client (account verification and permissions), we:

Documented all findings clearly,
Proposed corrective actions,
Ensured the website was technically ready for ads once the account issues were resolved.
Imeplemented several static ads from Startstop’s original partners

4. Content & UX Improvements

Beyond pure technical work, we also reviewed smaller usability and content issues, including:

Unfriendly system messages (e.g. search empty-state texts),
Mixed-language interface elements (English labels within Slovak/Czech content),
Redundant or questionable elements such as embedded maps on the contact page.

We provided concrete recommendations to improve clarity, consistency, and overall user experience.

Outcome

The cooperation with Startstop.sk resulted in a significantly faster, more stable, and better-prepared platform. While not all issues could be resolved unilaterally (especially those tied to third-party accounts), the website was technically optimized, documented, and positioned for further development, monetization, and growth.

This project is a good example of how targeted technical interventions, clear communication, and realistic trade-offs can quickly improve the performance and sustainability of an existing digital product.