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Children’s Defense Fund Reports Significant Increase in Web Site Traffic After Redesign With Convio Software

Site Visits, Search Results Show Improved Performance

June 15, 2009
WASHINGTON, June 15, 2009 — Leading child advocacy organization, the Children’s Defense Fund (CDF), released information today that six months into the launch of their redesigned website (www.childrensdefense.org), site visits have increased 12%, Google organic search visits have risen 23% and the average time spent on the site has climbed 15%. These statistics demonstrate how the redesigned site reflects CDF’s deepened understanding of their audiences and goals through improved usability and accessibility. Now integrated with the organization’s online marketing tools, the content management system (CMS) enables staff to easily update website copy and graphics to ensure consistent branding and constituent experiences across all channels.

“With valuable strategic guidance from key partners, we created a website that positions CDF to leverage this pivotal moment in American politics to make significant strides for children. Within only a few months, our results have far exceeded expectations.”

“Our website is one of the most visible aspects of the Children’s Defense Fund brand,” said Heidi Hess, Director of Online Communications for CDF. “With valuable strategic guidance from key partners, we created a website that positions CDF to leverage this pivotal moment in American politics to make significant strides for children. Within only a few months, our results have far exceeded expectations.”

Since launching the new website in January of 2009, CDF has received positive feedback from website visitors. Their accolades have been supported by notable increases in other areas as well:

    * Number of visits to CDF’s Facebook page have grown by 440%, year-over-year.
    * The number of unique visitors that provide CDF their email address to learn more has grown by 350%.
    * Rank for Google keyword phrases has improved significantly (from low or non-existent to top 5 on Google in most cases).

CDF selected Convio CMS to power their new website so that it could be integrated easily with their existing Convio Online Marketing setup. OmniStudio completely redesigned and developed CDF’s Web assets, in partnership with RedEngine Digital, who integrated search engine optimization (SEO) and web analytics into the redesign process to achieve high search engine rank for top program issues.

“By conducting extensive research of CDF’s audiences, we were able to prioritize key utilities of the new website and focus on usability elements,” said Jim Jacobs, VP, Interactive for OmniStudio. “The new user experience of CDF’s redesigned website sets the organization apart from other nonprofits, and makes it an integral part of their online communication efforts.”
 

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