The Market Insights and Thought Leadership pages were prominently featured on the homepage, yet were infrequently updated and required extensive back-end work for basic updates.
Content descriptions were repetitive and metadata weren’t found in search engines.
My weekly Google Analytics reports and our Analytics team showed that institutional investors confused the two pages and bounced between them.
Ultimately, they left the site with zero content engagement.
PARTNERS:
Global Insights product
Analytics
APPROACH AND RESULTS:
Simple theme organization: we merged the pages into a single rebranded Market Insights page.
This combined page points the audience to a weekly updated library of thought leadership and insights.
We added richer visual aesthetic through data visualization (charts, video thumbnails, photos).
Repurposed older content as needed to make the new page more engaging.
The numbers showed that with a little promotion—a new banner in the homepage carousel—engagement spiked by 15% and bounce rates lowered by 34%.
