Executive Summary:

Today’s Business was hired by Estling Village for the following digital marketing services:

  • Social Media
  • Website Development
  • Search Engine Marketing (SEM)
  • Search Engine Optimization (SEO)

Nevertheless, this case study focuses primarily on the re-design of the Estling Village website into a design that is fully responsive, and the impact of this design on the other digital marketing services. 3 months after the launch of the new website:

  • Average monthly sessions to the website increased by 33% (2,158 vs. 1,619)
  • Pages/Sessions increased by 17% (2.77 vs. 2.37)
  • Goal conversion rate increased by 30% (16.64% vs. 12.42%), while the overall goal conversions increased by 78% (359 vs. 201)
  • Bounce rate decreased by 20% (67.26% vs. 53.29%)
  • Mobile traffic increased 103% (897 vs. 441)
  • Tablet traffic increased 144% (220 vs. 90)

Challenges:

Even though Estling Village had a website prior to the services of Today’s Business, the design was unresponsive. Today’s Business was tasked with translating Estling Village’s old website into a modern, fully responsive design.

Responsive web design is an approach to web design aimed at crafting sites to provide an optimal viewing and interaction experience-easy reading and navigation with a minimum of resizing, planning, and scrolling-across a wide range of devices (from desktop computer monitors to mobile phones).

As far as technology goes, responsive websites are forward-thinking. Experts deem unresponsive websites “dead, even before going live”. There are no pros of having an unresponsive website, unless your goal is to alienate all of your mobile users.

How Our Service Helped:

The re-design of the website focused primarily on optimizing user flow, by allowing users to easily navigate to the most prevalent pages within the website. Optimizing user flow not only increases the time spent on the website and number of page views, but has a significant impact on conversions. Three months after the launch of the new website, the average monthly sessions increased by 33% and the bounce rate decreased by 20%.

Overall, the new design is more goal-oriented and all aspects of the new design of the website feature clear calls to action. This is proven by the 78% increase in overall conversions and the 30% increase in the goal conversion rate.

Results and ROI:

A fully responsive website resulted in a positive impact in all of Estling Village’s digital marketing efforts run by Today’s Business. Since the launch of the new website, Estling Village has seen an 89% increase in organic search and 88% increase in organic search goals. Additionally, social media (primarily mobile users) has experienced a 29% increase in traffic and 200% increase in social media goal completions.