Florida Dairy Farmers is Florida’s milk promotion group and works to raise awareness of the dairy farming industry and the nutrient-rich foods it provides. FDF represents more than 130 dairy farming families throughout the state.
FDF uses its website to reach Floridians of all ages to promote the dairy industry and was looking for a new website that was more engaging and kept visitors on the site longer. With that in mind, DigitalUs looked to include several design and functionality enhancements that appealed to different user groups while entertaining and informing site visitors.
The previous site was limited in functionality and FDF experienced firsthand the vulnerability that comes with an open-source platform. A secure site easy to update by multiple users of varying experience was an important objective of the project.
Increased user engagement was also an objective of the redesign so careful consideration was given to the strategic placement of interactive content designed to increase time on the site. Important elements included:
- Social Feeds
- Farmer Profiles
A thorough understanding of FDF’s mission and needs made DigitalUs a trusted partner in the design and build process. The site was built on the highly customizable Solodev CMS platform and allows even the most non-technical of users to keep the site updated with new content.
Recipes were a big hit on the previous site and generated traffic through online searches and page sharing. The recipes section was enhanced and a blog was added to increase the sharable content on the site. A contest section was also added that allows FDF to promote several contests simultaneously.
DigitalUs configured the CMS so frequently performed tasks are easily completed through form fields and file uploads so only basic skills are necessary to manage the site. Custom features include a recipe manager with self-cropping photo capabilities and a news manager with multiple categories.
The site earned a Gold Medal in the AVA Digital Awards and is winning with visitors in terms of engagement with longer stays and more content consumed.
The visually appealing floridamilk.com site features bold colors and high-quality photography. The site was well received by visitors and helps FDF more effectively deliver its message and meets its online objectives.
The site was also recognized by those in the web industry with a Gold Medal in the AVA Digital Awards, which recognizes outstanding achievement by creative professionals involved in the concept, direction, design and production of media that is part of the evolution of digital communication.
More importantly, traffic numbers show big improvements in three key areas of engagement targeted by FDF leadership in the redesign. Site traffic compared to the identical period from 2015 shows the bounce rate down by almost 40 percent. At the same time, the pages per session more than doubled to 3.93 and the average time spent on the site doubled as well to 3:13.
The mobile-responsive site looks great on all devices and allows users to easily navigate the site on phones and tablets in addition to desktop monitors. The site integrates with FDF’ s YouTube channel and makes extensive use of videos on the site to keep users engaged.
A unique hosting configuration with Amazon Web Services also makes the site more secure and faster loading.