DigitalUs created an ADA compliant website that is optimized for all screen sizes and mobile device types and offered a streamlined navigation that appealed to its core audience - riders on the move.
The Central Florida Regional Transportation Authority, better known as LYNX, provides public bus transportation to more than 105,000 riders per day throughout the metro Orlando, Florida area. As ridership continued to grow, the existing website had finally reached a breaking point.
Not only was the current website no longer able to adequately service its traffic volume, it had become outdated in styling and was not easily accessible on mobile devices. In order to keep up with demand, LYNX required a new website that:
LYNX partnered with DigitalUs to craft a website solution that met all of its needs. To gain a better understanding of how the new website should be functionally designed, DigitalUs met with and extensively interviewed LYNX officials and other stakeholder groups. When reviewing usage patterns on the previous site, DigitalUs noticed trends that shaped the way the new site should be structured and convinced LYNX to rethink its website navigation. The decision was made to change from a corporate-focused structure to one more in line with their core audience - the rider on the street. The move paid off.
“We believed we would see a big difference if we could streamline the navigation to the most important elements for those who use the website the most often,” DigitalUs CTO Shawn Moore said. “We knew the rise in mobile usage was only going to continue, so we wanted to make finding routes, checking times and buying passes the most visible features.”
The site was built the enterprise content management system, Solodev CMS 8, and was developed with responsive coding so it could be viewed and navigated just as easily on a mobile device as on a desktop computer. DigitalUs leveraged the flexibility of Solodev CMS 8 to create custom functionality that makes the site easy to maintain with the latest information on routes and service changes as well as an alert system for unexpected disruptions.
The ADA compliant site takes advantage of the full width of today’s high resolution monitors and with improved navigation, makes it easier for mobile users and others to quickly find the most requested content.
The numbers for the new LYNX site are amazing. While it’s not uncommon to see an increase in visitor traffic as a result of a website redesign, a doubling of the number of visitors and page views is a sure sign that the project was a success.
Initially expecting a boost in traffic of 10%, officials from LYNX were ecstatic when the actual increase exceeded 50%. “Our decision to better serve our riders by creating a responsive site that is easy to navigate on mobile devices helped us exceed expectations,” commented director of marketing communications, Matt Friedman.
Mobile traffic now makes up more than 70% of all traffic and accounts for most of the site’s traffic increase, which makes sense since most bus riders are on the move. A look at audience engagement numbers shows other areas of improvement. While mobile users are going to virtually the same number of “pages per visit,” their time on the site was actually reduced from 4:29 to 3:36 through faster loading and easier navigation.
At the same time, typical “pages per visit” for a desktop user went up from 3.86 to 4.38, while their time on the site went down from 5:28 to 4:23.
Through reimagined navigation and increased efficiencies, DigitalUs was able to deliver LYNX a website that is reaching a larger audience, providing a better user experience, and more effectively serving the community.
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