Case Study

National Garden Clubs (NGC)

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Highlights

Situation

Wanting to prepare for the next generation, National Garden Clubs knew it was time to create a modern, mobile-friendly website.

Challenge

Among other challenges, the NGC website lacked the organization, navigation and site structure to make it easily accessible to users.

Our Solution

Acquia Cloud Platform

Results
  • Pages per session increased from 1.42 to 3.29
  • Organic bouncerate decreased by 22%
  • Mobile device usage surpassed desktop usage for the first time thanks to mobile optimizations

The Client

For nearly a century, National Garden Clubs (NGC) has provided education, resources and networking opportunities to its 165,000 members across the globe, helping to promote a love of gardening, floral design, and civic and environmental responsibility. 

Headquartered next to the Missouri Botanical Gardens in St. Louis, National Garden Clubs is a not-for-profit organization that also offers multiple scholarships, grants and awards to students interested in “green” hobbies and professions.

The Situation

Supporting and promoting garden clubs around the world, the National Garden Clubs’ website is an essential tool to help novice and expert gardeners, floral designers and horticulturalists learn about NGC, engage with their local garden club and join in the organization’s mission to create a greener, more sustainable world.

With long-time members ready to pass their interest and skills to young gardeners, and to prepare NGC for the next generation, National Garden Clubs knew it was time to create a modern, mobile-friendly website. Their goal was to create a site that was user-friendly, made resources easier to find and enhanced the member experience while boosting the organization’s reach.

The Challenge

Serving as the main resource for garden clubs, the National Garden Clubs website held hundreds of pages of content for members and non-members, yet it lacked the organization, navigatio, and site structure to make it easily accessible. Additionally, NGC members were having a hard time finding accurate, updated information on membership benefits, as well as the courses and programs NGC schools offer.

Another major challenge was creating a website that appealed to people of all ages, especially children and young adults, in order to build new membership and drive interest in the clubs, programs and events, contests, and financial aid offers.

The Solution

NGC tapped Blue Fountain Media to help lead the organization’s website revamp. After extensive audience research, data analysis and in-depth interviews with NGC leadership and club members, the Blue Fountain Media team created a digital strategy that leveraged Acquia to enrich the member experience, streamline the sign-up process and make it easier for members and non-members to find and access content.

To simplify new member registration and boost sign-up opportunities, the team developed a landing page that showcased member benefits while providing quick, easy access to all the resources, support and educational opportunities provided by NGC. Additionally, the new site architecture helped guide extensive content reorganization, providing new pathways for members and non-members to discover relevant content and find ways to collaborate with NGC at the local and global level — including content aimed at kids and students, bringing forward information about NGC’s youth awards and scholarships.

Finally, the teams launched a new blog to improve time-on-site metrics, boost the organization’s organic ranking, and enable regularly updated website content.

The Results

While the new website only recently launched, it’s already showing some positive signs of new growth:

  • Pages per session increased from 1.42 to 3.29
  • Organic bouncerate decreased by 22%
  • Mobile device usage surpassed desktop usage for the first time thanks to mobile optimizations

 

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