Paparazzi Prom (Mori Lee) – Enhanced Functionality and Design of Website


  • Page View Increased by 133.05%
  • Average Pages Per Visit Increased 71.37%
  • Organic Visits Increased by 63.39%


For over 50 years, Mori Lee has been designing, manufacturing and distributing America’s most popular wedding gowns and prom dresses through three generations of family guidance. Paparazzi Prom’s mission is to provide girls with the dress of their dreams.

The Challenge

Paparazzi Prom partnered with MoreVisibility to update their website,, in the fall of 2011. The company’s goals were to enhance the user experience on the site and create a new, fresh look that would appeal to their young audience.

The Solution

After teaming up with MoreVisibility’s Design and Search Engine Optimization teams, a new taxonomy was created, keyword research was conducted, and functionality was added into the new Paparazzi website. Paparazzi Prom’s new site was launched earlier this year and great success has been seen from the site.


Since the new site launch was implemented, Paparazzi Prom has seen increased in page organic visits as well as increase in page views.

New Homepage – Site launched March, 2012

The improvements since the site’s launch, when compared to the same time period last year, are very clear. (April 1 – May 31).

Overall Visits increased by: 35.99%
Overall Page Views increased by: 133.05%
Average Pages per visit: 71.37%
Organic Visits increased by 63.39%

Custom design, website optimization, and integration of Google Analytics were a large part of the Paparazzi redesign project. Through the analytics data, we can clearly see how the optimization efforts and improved user experience are really paying off.

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