The "Experts" vertical is seeing 702% average growth in monthly traffic
Bounce rate decreased 11.5%
Business of Home (formerly Editor at Large) is the home industry’s leading business media brand. In 2018, nearly 10 years post conception, the company was ready to do a brand and site refresh. As most growing businesses, the site was modified by piecemeal previously, and needed a new strategy that would allow for seamless content management across the site. I created a modular system with extensive guidelines to overhaul the existing site, reimagined the brand identity, expanded business services for increased revenue, and redefined the user portal. Comparing 2018 to 2021, users increased 260.65%, sessions increased 189.51%, page load time decreased 24.5%, and exit percentage dropped 17.41%.
Experts as a vertical existed already, but wasn't being widely used or monetized. Data showed that a large portion of bounced site traffic was from people hoping to discover interior designers. By expanding the database and breaking it down into three sections—business services (the existing vertical), a paywalled skilled trade directory, and an interior designer catalog—we were able to add value to the site's membership program. Business users across disciplines can acquire new leads, and interior designers can find the specialist they need for their next project.
I mapped, designed, and developed the complex user flow with a developer, then handed the project off to a junior UI designer who assisted with scaling for breakpoints.
The "Experts" vertical is seeing 702% average growth in monthly traffic
Bounce rate decreased 11.5%
