COIT’s Rapid Marketing Site Redesign Using Pantheon & WebOps

Why Pantheon 

The development team implemented an automated continuous integration and delivery (CI/CD) process using Terminus, Pantheon’s command line interface (CLI) and Multidev workflow. Each time the development team made a change on the site or worked on a new feature, they were able to automatically spin up a new environment on Pantheon to preview the change. This meant the marketing team and Kanopi could evaluate and test new features throughout the redesign process. 

Optimizing Conversion with Pantheon 

“The number one thing is not to trust your gut. Validate your assumptions,” says Kanopi's CTO Katherine White. Being able to quickly test and deliver changes is critical to conversion rate optimization (CRO). “CRO is very much the science of marketing. You make a change and we track it and evaluate it and see if it works. If it doesn’t work, we make another change. If it does work, we tweak another variable. It’s part of what makes this so fun.” 

Best practices may not be the best thing for your audience. You know your audience better than anybody else, so do your own testing and validation. Best practices may be a good place to start but don’t assume that they’re going to be what works best for you. 

- KATHERINE WHITE, CHIEF TECHNOLOGY OFFICER, KANOPI STUDIOS 

Results

By leveraging the WebOps capabilities of the Pantheon platform, Kanopi Studios and COIT were able to deliver the redesigned site in less than four months, coming in ahead of schedule and under budget. COIT saw immediate growth in its business as the site went live, with instability and slow page loads now a thing of the past.

The faster, more stable and mobile-friendly site exceeded business expectations: 

• Online conversions improved by 178%
• Page views increased by 78%
• Site bounce rate dropped by 20%