According to Nielsen, 6 million uniques visited WSJ.com in February this year, compared to 3.4 million in the same period in 2007. "We are rapidly growing our readership," Murray said, according to Portfolio.com.

Murray added that there's no one "silver bullet" the site has used to boost traffic. "I think maybe it's a silver shotgun shell – there's a lot of buckshot." Among the most significant was the decision by to create a unified news desk for print and online, according to Portfolio.

"That had two really important effects," Murray told Portfolio. "First, it got the entire news operation thinking on a more systematic basis about the online edition. Second, it really freed up my team to focus on making the product better, because we weren't managing the daily news flow anymore." The joint news desk was created last summer, before News Corp. acquired Dow Jones.

Other developments on the content side include a significantly but gradually redesigned homepage, which "surfaces" stories more efficiently, and greatly expanded offerings in some areas.

On the technology side, Murray told Portfolio that "we've gotten much smarter about search engine optimisation, and much smarter about working with portals and aggregators. We've just gotten much closer to best practices."

According to Murray, the site's subscriber base of more than 1 million is still growing at a rate of around 10 percent annually, Portfolio reported.

For more information on the latest WSJ.com relaunch and redesign, visit our partner site, Editorsweblog.org.