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FoodFit.com was a young internet site with an old internet problem: how to create traffic and subscriptions to its premium service.
Although the site had survived the critical first years of launch, the trends were not encouraging. In an environment where advertising and investment spending had gone stagnant, site traffic and subscriptions to the Diet & Fitness Club had to improve.
A natural starting point was FoodFit's presentation of the Club to users. |
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Then the positioning was carried through with a re-design of the site home page, learn-more tour, and sign-up process. The effect was dramatic and immediate. |
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To keep attention and interest up among visitors, Noral launched sweepstakes and promotion offers designed to drive registration for e-newsletters and the premium Club. Whether it was registering for the "Cool Tips for a Hot Summer" e-newsletter or getting a discount with a "Tax Day Deadline You Can Love" in April, there was much to entice new and repeat visitors. |
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| Within months, Noral made critical introductions that led to proposals and opportunities with major sites like Yahoo!, Disney's FamilyFun.com, and LifetimeTV.com. A review of how FoodFit content and interactive tools were used by current partners resulted in links that better leveraged landing pages and boosted exposure for the Club. |
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From customer care practices, search engine marketing, and customer research, to newsletter strategies, Noral aimed to be more than even FoodFit's marketing arm and something closer to its "heart and soul." |
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Every key metric showed improvement well above the site's increase in traffic. |
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