Objective
Create a content-based website, replacing a cluttered single-page scroll, driving traffic into the sales funnel while providing a means of value-adding brand engagement for existing clients.
Strategy
Cycling in Florida, particularly in the Tampa Bay metro area, is unfortunately marred by a less-than-stellar safety record, being listed as one of the deadliest in the country. With that, the culture for cycling has been historically for the strong and fearless. To overcome this barrier and reach a broader demographic, content needed to be curated, highlighting the community first and the product second, adding value as a means by which to experience the highlighted topic.
Tactics
For a cohesive web relaunch, clients in all stages of the sales funnel had to be addressed. I have outlined the tactics in which I approached each stage in reverse order below.
First, my primary intent was to simplify the closing process for site visitors in the purchasing phase, with the majority of users visiting our site directly. The homepage of the website was tweaked to quickly enable a user to select their membership level and get riding with a few short clicks. For those in the evaluation phase, more information on how the product works was made easily accessible in the sections that follow on this main scroll as well.
Potential customers in the interest stage have typically had some form of contact with Coast before, be it at an event, on social media, or through a partner organization. With that, the tactics used were twofold. The first, general community-driven content was able to be pushed on social and email channels, driving traffic to the site and entering the sales funnel. The second, a landing page local to each city of operation, was created, enabling users to explore their neighborhood further, each with targeted content and suggested routes and fun rides.
Finally, for users in the awareness stage, content was created that ran parallel to the brand and aligned with the target demographic. As bike sharing is a means of navigating the community, topics were highlighted, such as local events, restaurant openings, and the like, in a format that was easily shareable by our partner organizations and existing customers. This tactic significantly expanded Coast’s reach by providing value without ineffectively screaming about the product directly.
Outcome
Following the launch of the content-based website, nearly half the visitors to the site (43.56%) arrived via landing pages other than the home page. This is due, in large part, to the value-adding content strategy highlighting brand parallel items to our target demographics. Additionally, when looking at the 20 months prior and 20 months after the page update:
- Bounce rate decreased by 39.5%
- Average page view per user increased 84.9%
- Average session duration increased by 90.6% per user
