Web Content/Functionality GOLD commonsku PPAI 552077, Standard-Base Toronto, Ontario commonsku.com The commonsku website is primarily a lead generation website and, secondly, a hub for existing clients. It was redesigned to accommodate three stages of the buyer journey: building trust with visitors, educating visitors on the value-add of the platform through features and educational events, and providing a clear, easily accessible option to schedule a demo. Each element on the site was curated to add value to one of these stages and to solve two main pain points: challenges navigating the website and a lack of consistency in style and messaging. The commonsku team worked collaboratively to set out a clear buyer’s journey for its users and redesigned 13 pages to make significant improvements to the user experience through consistent messaging and branding. The company also worked to increase three key metrics: a 10% lift in engaged sessions, a 20% lift in total events and a 30% lift in conversion rates. GOLD Corporate Specialties PPAI 200872, Standard-Plus Bloomfield Hills, Michigan corporatespecialties.com The Corporate Specialties blog is an extension of the distributor’s concierge service to help buyers make better informed and more strategic decisions about their branded merchandise purchases. The goal is to feature high-quality merch that represents clients’ brands well, educates them on how promotional products can be incorporated into strategic marketing campaigns and offers fresh ideas. The blog features editorial-quality articles that focus on the merchandise clients want, as well as best sellers in categories such as eco-friendly, apparel, drinkware, bags and tech products. Additional posts focus on overcoming objectives and making corporate gifts more upscale, pro tips on using merchandise – such as incorporating it into employee onboarding programs – and supplier spotlights and factory tours. With a significant earned media presence on Forbes. com, users will also find posts linking to original content, such as features on building themed interactive events and implementing health and wellness programs), plus links to Forbes Expert Panel Features quoting Corporate Specialties’ president. The result is a well-rounded content plan that keeps clients informed so they can make more educated purchasing decisions and save time and money. Pyramid Awards In Technology | Must Read PPAI • NOVEMBER 2024 • 61
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