In 2015, super brand Adidas realized they had a problem – they were optimizing their marketing efforts against the wrong metrics. Yikes. They discovered they were overinvesting in performance-based digital marketing and underinvesting in brand building. They prioritized efficiency and real-time attribution of digital media and ignored brand impact and brand desire. Since then, Adidas […]
PriceWeber’s Economic Development specialists work to help entities like yours build compelling strategies to succeed in all areas from growing base industries to business creation. We understand the dollars and cents of business relocation, but also the vast importance of helping municipalities develop a consistent pipeline of new talent pool growth to feed the industries and businesses that have chosen your metro area as their home.
We’ve engaged with clients at the state and local levels using custom research to help these clients develop a unique positioning among peer cities and states, giving them a competitive edge for the most desirable development opportunities.
Brands We've Done This For
Greater Louisville Inc.
With its website delivering a lackluster and confusing user experience, GLI sought to improve member engagement on their primary communication tools, including GreaterLouisville.com and a host of satellite sites. GLI challenged PriceWeber to determine the source of the problem and design a solution that would improve key indicator metrics, including:
- Improvement in time on site, page views, and other key Google Analytics measures.
- Increased new users.
- Reduced bounce rate.
- Significant decrease in site performance issues impacting UX and SEO (e.g. 404 errors, missing tags, etc.).
After conducting a thorough examination of the site and evaluating best practices among a dozen peer cities, PriceWeber determined that the GLI site’s poor user experience resulted from excessive content, content duplication, poor UX design, and infrequent content management, resulting in lower site engagement as reported by common site metrics.
PriceWeber’s digital strategy team conducted key stakeholder meetings to determine essential content, then developed SEO and content strategies in tandem that would help GLI constituents better navigate the site and find relevant information while making the site more organically competitive. By gaining this alignment on content goals and priorities, and by setting site content rules, we could also help prevent future “content bloat.” At the same time, PriceWeber dramatically simplified UX by building a WordPress multi-site to cover all relevant content and reducing the number of navigation points.
Site issues impacting user experience and SEO reduced from over 11,200 to near zero on an ongoing basis.
increase in page views
increase in time on site