Digital Marketing Manager & Account Manager
Articles by Tony
Double-Digit Increase in User Engagement Following Site Redesign
Mobile-Friendly Website Redesign Boosts User Experience and Increases Traffic for 200×85
200×85, a youth hockey organization, partnered with IOI Ventures to redesign their website in 2022. The objective was to create a new website that enhanced branding, drove leads and was mobile device responsive to provide a seamless user experience to users whether they were at home or at one of their events. In this case study, we will analyze the results of the website redesign project in terms of audience metrics and behavioral metrics.
The 200×85 audience was niche but has been growing over the years incrementally. Since the site redesign, the company has seen a 10.09% gain in users from Q1 2022 to Q1 2023. In addition to this pure volume gain, new users have grown 8.44% from Q1 2022 to Q1 2023, exemplifying that the website has been able to attract new visitors who were not previously aware of the company’s offerings.
The website redesign project has also positively impacted how users engage with the website. Visitors are exploring more pages and interacting with the content. Page views have increased by 12.33%, and the pages per session metric has increased by 12.25% from Q1 2022 to Q1 2023. These metrics show that the user experience seems to be improved, they’re finding the new site easy to navigate and the content more exciting.
Another important metric that reflects the success of the website redesign project is the increase in mobile users by 16.66%. This metric indicates that the new website is responsive and mobile-friendly, making it easier for the visitors to navigate through the website on their mobile devices. The increase in mobile users also shows that the website redesign project has been successful in providing a better user experience to the visitors.
The website redesign project has been a success for 200×85, and the key metrics analyzed in this case study prove that the site has increased the company’s online presence. The partnership between 200×85 and IOI Ventures has resulted in a website that is engaging, informative, and user-friendly.
Get in touch with our team to learn more about getting your website redesigned!
A Modernized, Organized, & Optimized Website
The Case Study of 200×85’s New & Improved Website
IOI was tasked with developing a new website for 200×85, a company entering its 20th year of providing five-star youth hockey experiences through tournaments, development programs, and European tours. The current site, just over five years old, needed a refresh and a more modern online presence. The project focused on three key areas: navigational pathing, mobile optimization, and modernizing site aesthetic. This case study will examine the project impact and results on 200×85’s online presence.
The first step in the project was to evaluate the existing website and identify areas for improvement. From the utilization of hyperlinked text over buttons to the oversaturation of text, the website was guilty of several UX flaws. It was clear that the site was not optimized for mobile devices and the navigational pathing was confusing and difficult at times for users. The aesthetic of the site was also outdated and in need of a refresh.
IOI worked closely with the 200×85 team to understand their goals and objectives for the new site. With this information, a strategy was developed to create a user-centered website that would meet the needs of its target audience. One of the non-negotiables from the client was the inclusion of their hotel reservation process.
Starting the project, page mapping, and organizational hierarchy were at the forefront of the discussion. The 200×85 team was incredibly helpful in this process, through collaboration we were able to not only build a logical presentation of their programming but display these programs in more clarity to their customers.
One of the larger components of the website was dedicated to 200×25’s specific events. IOI’s team streamlined this page with a clean and consistent format, and unique elements built for each phase of their events. This made for a more intuitive experience and easier navigation for users.
Ensuring the site was responsive to mobile is not only the best practice but was one of the primary focal points for the client. One of the non-negotiables from the client was the inclusion of their hotel reservation process. The original hotel reservation process consisted of multiple embedded documents and forms that were difficult to read or required horizontal scrolling to view. To create a hotel reservation process optimized for mobile, a custom hotel post module was built to replace one embedded document, while the rest were standardized using conditional formatting tools.
Over recent years, 200×85 has faced a branding challenge. All of their events have the same title sponsor which over time has resulted in customer confusion on who is hosting their experience. 200×85’s brand color palette was predominately black, light blue, and white, however, their event logos utilized the title sponsor’s colors. IOI revamped the look and feel of its website while staying true to its brand palette, traditional dark backgrounds, and overall minimalist design We solved 200×85’s identity crisis – with an added glow-up!
The new website was launched in mid-November and the results were immediately positive. We looked at a two-month sample (December 1, 2022 – January 31, 2023) and compared it to the same window of time a year earlier. The results speak for themselves. The new website saw a 19.07% increase in users, a 7.82% increase in sessions, a 7.80% increase in pages per session, and a 16.21% increase in page views.
The website project for 200×85 was a success, delivering on all three key areas of focus: navigational pathing, mobile optimization, and a modernized site aesthetic. The results speak for themselves, with an increase in users, sessions, pages per session, and page views.
IOI’s expertise and attention to detail were critical in delivering a website that met the needs of 200×85’s target audience. The new site has helped maintain 200×85’s position as the leader in their industry and as a trusted and professional brand, and has contributed to its continued growth and success.
Your Website sUX
How Bad UX is Hurting Your Business
The average American visits over 130 web pages in a day. This may feel like a large number, but there are approximately two billion websites on the internet.. Do you know what your customer thinks of your website? Focusing on a positive user experience (UX) is necessary. Below are four reasons bad UX is hurting your business.
When a visitor exits your site before completing the desired action, like completing a contact form, joining a newsletter, or making a purchase, this is considered website abandonment. Though several factors can contribute to web abandonment, proper UX can help limit the opportunity for abandonment.
Remember UX is how your customer feels throughout their experience, and the need to provide them with relevant information is imperative. If your company sells a software product, but the website does not clearly state compatible devices or clearly defined product features, the customer may be missing relevant information in making a purchase.
A website needs to reflect your brand. Providing your visitors with the experience and information they need to become loyal customers more often than not starts on your website. According to Virtual Window, 48 percent of people claim web design is the number one way they determine the credibility of a business. No one wants their business to look the same as the rest, but ensuring best practice standards when creating your website can provide a sense of trust.
Visitors need to understand what you provide and be able to see proof. According to Inc., 91 percent of people regularly or occasionally read online reviews, and 84 percent trust online reviews as much as a personal recommendation. Opinion science has proved that negative reviews are more likely to be shared than positive reviews. Therefore, displaying positive reviews on your site is key!
Several factors account for good UX. Relevant information, logical navigation, and quick load times are all examples. Load speeds will impact search engine optimization (SEO) and research has shown that roughly 40 percent of people will stop engaging with a website if it takes too long to load. Search engine algorithms account for user engagement to ensure they provide their users with the most relevant information and if your site is not delivering, you could fall out of favor with their algorithm.
Performance, accessibility, mobile friendliness, and page speed are all factors that impact your ranking for search engines. The need to accommodate your visitors affects the likelihood of future visitors beyond search rankings. Low-quality sites that score poorly according to SEO algorithms can also face an uphill battle with paid digital advertising. Cost per click ad prices can rise for lower performing sites, resulting in higher costs for getting potential customers to your site.
Consumers have more options than ever and will not hesitate to move on to your competitors if you give them a reason. Having the best product or service is no longer enough. Consumers expect to have a good experience when they spend time and money on your brand, your business must deliver on their expectations. Websites that are stale, provide limited information, and are difficult to navigate will send your users back to the search engine to seek out their other options. Today’s businesses need websites that exceed customer needs and make their journey through your sales funnel easy.
An outside perspective on your website’s UX is a great way to get feedback on your UX. We would be happy to assist you in maximizing your UX and if you are interested, please fill out the form below.