The West Des Moines Historical Society is a 501(c)3 volunteer-based organization dedicated to community enrichment through education, preservation, and celebration of the history and the heritage of the greater West Des Moines area and its environs.
Most challenging part of this project was to develop a design to showcase the history and cultural heritage of the area while appealing to the younger audience. Being a nonprofit, they also needed a simple and easy to use payment processing system to accept online donations and membership dues.
Information architecture plays a critical role in the overall design of a highly functional website. The new design demonstrates this as it shows significant improvement in web usability without adding more content. It is also evident from the original design that integrating core business values into web design process is a good idea as it helps improve user engagement and online credibility. The content presentation was easy to plan and twitter bootstrap framework delivered a design that was modern, effective, simple yet highly functional.
We determined that the first issue at hand was to document the user behavior data across PPC and organic traffic. Since PPC campaigns weren’t optimized and we needed this data quickly, we turned off PPC campaigns for four weeks. This allowed us to gather enough data on organic traffic and quantify key trends in organic traffic. This helped identify core issues with the navigation and content organization. PPC campaigns were then optimized to improve quality score and number of targeted keywords reduced from 300 to about 60.