Situation:

I was recruited by a US Mint agency partner to overhaul their online presence, transforming it from a flat, thousand-page website with limited e-commerce capabilities into an engaging, conversational online experience. The project's scope extended beyond merely enhancing e-commerce functionality, as the US Mint aimed to leverage coins and currency as educational tools.

Task:

My primary objective was to revitalize the brand's online experience, ensuring it not only facilitated e-commerce transactions but also engaged relevant audiences effectively and served educational purposes. This involved bridging the gap between the brand's potential and its current state by addressing knowledge gaps and setting a multi-year strategic plan. This plan needed to align content creators, marketers, product owners, and audiences.

Action:

To accomplish these goals, I crafted a comprehensive narrative that highlighted the brand's potential, its current status, and the knowledge gaps that needed addressing. This narrative was designed to be accessible to a wide range of stakeholders, from executive teams to data analysts focused on metrics like cart abandonment rates. I employed various tools to identify target audiences, assess social sentiment, and understand where potential customers sought information on coins. This preparatory work was crucial for establishing key messaging strategies that resonated with our defined audiences. By focusing on creating data-backed personas and conducting ongoing audience research, I aimed to ensure that our marketing efforts were grounded in reality rather than assumptions.

Result:

This project represented a culminating moment in my career, allowing me to apply decades of experience and insight. The overhaul was a resounding success, marked by a stunning 20% reduction in cart abandonment rates. Feedback from customers was overwhelmingly positive, highlighting the effectiveness of the new online experience from initial engagement to checkout. This achievement underscored the value of a data-driven, audience-focused approach to digital marketing and e-commerce.