Yazoo Mills – Launched an Optimized Website Redesign

Results

Overall request for quote forms increased by 189.1%
Pageviews increased by 102.2%
Organic traffic increased by 71.9%

“We have enjoyed working with MoreVisibility over the last 3 + years. During our partnership, we have seen positive growth in our visibility online and our ability to grow our customer base through new web design and development, SEO projects, and online marketing programs managed by the MoreVisibility team.”
Troy Eckert, President, Yazoo Mills Inc.

Background and Goals/Objectives:

Established in 1902, Yazoo Mills has been in business for over 105 years and is one of America’s largest family-owned manufacturers of paper tubes and cores. They are well known for their high quality blade cut tape, label, and converting cores. Operating a state of the art 150,000 square foot manufacturing facility in New Oxford, PA, Yazoo Mills is able to produce tubes and cores with an efficient flow of raw materials to finished product. The company services a large array of industries nationwide, such as converting, labeling, printing, packaging, flexible packaging, ropes and twines, medical supplies, tapes, and graphic arts.

Since 2007, Yazoo Mills has been a MoreVisibility client working on a number of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) initiatives. During this time, Yazoo Mills has developed strong organic search rankings following MoreVisibility’s guidance. After achieving success in the organic search rankings and garnering increased visibility online, Yazoo Mills required a website that was representative of their professional culture and industry leadership. The new site design needed to maintain their solid search engine rankings, provide an opportunity to grow the site over time, greatly increase new business opportunities via lead generation, request a quote forms and provide a means for clients to purchase online.

Solution:

Yazoo Mills and MoreVisibility worked together to design a new website look and feel, which included a new, easily scalable, Content Management System (CMS). In addition, the site design incorporated an easier and more user friendly lead generation “Request a Quote” form page and an E-commerce module. At the same time, MoreVisibility’s SEO engineers and website developers worked together to ensure a proper transition strategy was in place pre and post launch of the new site to ensure search engine rankings were maintained.

Yazoo Mills Home Page – www.yazoomills.com

Yazoo Mills Interior Page with Request a Quote Button

Yazoo Mills Interior Page with E-commerce Functionality

Results:

The newly designed Yazoo Mills website was launched on May 21, 2009. Site usage, traffic data, and overall visitor engagement with the new site has exceeded all expectations from both Organic and Paid Traffic sources.

Results/Statistics Pre and Post Launch:

For the first 6 months post launch (May 22, 2009 thru November 22, 2009) compared to the same time period pre launch (November 18, 2008 thru May 21, 2009) the comparable statistics are as follows:

Overall traffic increased by 16.1% (38,199 vs 32,901)
Organic traffic increased by 71.9% (6,773 vs 3,940)
Site bounce rate via organic traffic decreased by 12.7% (39.9% vs 45.8%)
Pageviews increased by 102.2% (149,834 vs 74,089)
Avg time visitors spent on site increased 49.5% (2:50 vs 1:54)
Pages per visit increased by 74.2% (3.92 vs 2.25)
Overall online store sales increased by 5.4% (1,225 vs 1,162)
Online store sales via organic traffic increased by 62.5% (273 vs 168)
Overall request for quote forms increased by 189.1% (743 vs 257)
Request for quote forms via organic traffic increased by 161.8% (144 vs 55)

Results/Statistics Post Launch and Current Site Performance:

Yazoo Mills has continued to experience growth since the new site launched. For the last 6 months of 2010 (July 1, 2010 thru December 31, 2010) compared to the first 6 months after the site was launched (May 22, 2009 thru November 22, 2009) the site’s performance continued to increase:

Overall traffic continued to increase by an additional 12.2% (42,851 vs 38,199)
Organic traffic continued to increase by an additional 11.7% (7,562 vs 6,773)
Site bounce rate via organic traffic continued to decrease by an additional 11.4% (35.4% vs 39.9%)
Pageviews continued to increase by an additional 5.5% (158,137 vs 149,834)
Overall online store sales continued to increase by an additional 5.4% (1,370 vs 1,225)
Online store sales via organic traffic continued to increase by an additional 36.3% (372 vs 273)
Request for quote forms via organic traffic increased by 31.3% (189 vs 144)