Retirement Planology Reduces Friction for Website Visitors

Retirement Planology is founded on creating ease for your company by reducing the fiduciary burden and the workload of retirement plans, and creating the opportunity for employees to have the luxury of deciding how they spend their time later in life. The retirement plan is an extension of company culture and an integral part of the benefits package.

It only makes that they would want to also reduce any burdens website visitors might have interacting with their brand online.

We’ve been working with Retirement Planology for over 4 years now. Because brand is an ever-evolving business strategy, they’ve gone through our alignment process multiple times to edit their brand elements based off of what their data was telling us.

 

The original website (pictured below) was what existed at the start of our engagement:

 

The first update to their website (pictured below) became an integral part of the initial brand alignment:

It was a good fit for the first 3 years as we continually worked to keep their brand fresh by boosting organic site traffic, growing their social media, creating original content, publishing media, and building additional brand elements.

But then their data told us something new about the way that visitors were navigating their website:

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We found that there were only three pages that their website visitors were really interested in: about, who we are, and contact. We also learned that blogs work. Almost 75% of the website sessions coming from social media came from LinkedIn, and of those social media sessions, over 65% were because of a blog and it was the first thing that someone visiting the site landed on.

 

So we completely redesigned their website again this past year (pictured below) and the results were even more incredible:

There was a definite shift in user behavior and pages they navigated to when visiting the site, which is directly in line with the website revisions made to accommodate what earlier data was saying that visitors were wanting from the website, in addition to reducing friction from landing to the contact page.

In addition, overall website traffic was up 141.25% compared to the previous year. Organic search was up 135.26%, social media traffic was up 221.43%, and over 40% of last year’s website traffic can be attributed to organic and social media sources combined.

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