GOLD WINNER IMS PPAI 143612, D12 Kenosha, Wisconsin Website: smilemakersonline.com Smilemakers serves McDonald’s audiences with seasonal and evergreen branded merchandise collections that support a variety of solutions, from crew care and incentives to customer promotional giveaways and rewards to corporate events and milestone recognition. These carefully curated collections are available via a fully integrated, e-commerce website promoted by a team of creative and digital marketing experts that drive enthusiasm and interest for McDonald’s branded merchandise. About 20 IMS team members worked on Smilemakersonline. com, a mobile-responsive site designed to deliver an intuitive and simple shopping experience. Users can easily shop for specific products, programs or events, or quickly request support for custom projects. SILVER WINNER ePromos.com PPAI 212648, D11 St. Cloud, Minnesota Website: epromos.com The team at ePromos has made significant visual improvements to the company’s website to improve the shopping experience and make the site more accessible for all users. The updates focused primarily on accessibility elements and developing faster loading pages to optimize the site’s functionality. The updates to navigation and filtering, along with improved imagery, have contributed to a better overall user experience. Using a data-driven approach, the ePromos team improved navigation by adding intuitive filtering and an updated category hierarchy to make it easier to get to pages via search. Decisions like prioritizing alt text on images and paying more attention to details improved the readability of design elements on the site. Overall, these site enhancements led to a 16% increase in online orders and a 21% increase in online conversion rates over the prior year. Must Read | PPAI Pyramid Award in Technology e-Commerce Website 40 • OCTOBER 2023 • PPAI
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