Performance Utility Management & Billing became my main focus when I took on the Marketing Manager role for The PPA Group. I performed market research in order to develop a plan to help the company build awareness and generate leads. Through my research, I discovered the website was extremely slow caused by a store platform that was never utilized which resulted in a high bounce rate. Additionally, after auditing competitor websites I found issues such as missing services, misspelled content, and outdated appearance. I immediately addressed my findings with the powers-at-be and we agreed that the content needed to optimized for lead generation and a rebranded was needed in order to appeal to our target audience.
I initiated the project on July 12 when the President and I met with our trusted third-party website developers to provide a creative brief and expectations of the rebrand of the website. The website along with the new content was ready to go live on September 27.
On October 1st we launched the website accompanied by an integrated campaign advertising the new look and accomplishments of the company since the initial start in 2013. We sent an email via Constant Contact and posted on our social media pages--Facebook, LinkedIn, and Twitter--to announce the changes on the website.
After looking at our Google Analytics account I discovered that from the period July 12 to September 30 the pageviews increased 89.54% after the launch. Unique users increased by 130%. Additionally, the bounce rate experience a staggering decrease of 64.57%, indicating that users were spending more time reading content on the website. We are noticing more traffic on our services and blog pages. Initially, we saw that the users were only visiting the home pages but now they are making at least three interactions with the website before dropping off.