Indianapolis, IN - August 19, 2008
When Dynamic Resource Group (DRG) asked us to re-imagine the design and function of their lead generation powerhouse, Freepatterns.com, we thought we could make an impact. We just didn't imagine how big that impact would turn out to be.
Freepatterns.com is the primary lead generation site in the marketing arsenal for the DRG family of web properties. By all measures, the site had been a success. Serving as an online repository boasting thousands of craft patterns serving several disciplines, the site had a loyal membership of more than three million members. This membership provided one of the best resources for cross promoting DRG's other sites and products. With numbers like these, many people would think it prudent to leave well enough alone. But David McKee, CEO of DRG, says the team felt the site and the results could be improved.
"We're actively addressing all areas of our marketing efforts to improve the overall strategy. We're not afraid to take calculated risks to achieve long-term gain," said McKee.
The marketing team agreed. "The members were satisfied with the site, but we felt we could offer them more," said Jon Rosswurm, Internet marketing director for DRG. "We were confident in Rare Bird's ability to translate our improvement objectives into a better implementation online."
"We really focused our attention on usability," said Jim Cota, president of Rare Bird, Inc. "The previous design had some problems that were getting in the way. We knew if we improved the overall customer experience we could make the site stickier and keep people around longer." The results have exceeded expectations.
"Since we launched the site, visits are up 8% and pageviews are up 64%," said Rosswurm. "That translates into millions more pageviews with visitors spending 30% more time on the site. Each pageview is another chance to view an ad, see our products, increase our exposure. It's been phenomenal."
DRG, in its third generation of Muselman family ownership in Berne, IN., produces craft and nostalgia products including magazines and books, most of which is available both in print and as digital downloads. Its brands include House of White Birches, Annie's Attic, Clotilde, The Needlecraft Shop and American School of Needlework.
Rare Bird, Inc. is an internet media firm specializing in custom e-commerce development, Internet marketing, web and new media development, search engine optimization, and advanced customer communications. Rare Bird was founded in 1998 and provides marketing services to clients across the country in a wide spectrum of industries. "People are always asking if design matters," said Cota. "These results clearly demonstrate that design plays a key role in a site's success. In this case, the analytics support the case for the improved design." said Jim Cota, president of Rare Bird, Inc.