Adage + inRiver = effortless eCommerce for the American Academy of Pediatrics.
The American Academy of Pediatrics is a professional membership organization of 64,000 primary care pediatricians, pediatric medical sub-specialists and pediatric surgical specialists dedicated to the health, safety, and well being of infants, children, adolescents and young adults. Headquartered just outside of Chicago, the AAP provides resources to both professionals and parents through their ecommerce site, ShopAAP.
The AAP’s aging ShopAAP ecommerce solution hindered their ability to provide a quality customer experience. ShopAAP suffered from an inconsistent, fractured user experience. To purchase a variety of products, including print books, ebooks, memberships, and online courses, visitors were forced to use different shopping carts and purchase paths. There was also no ability to upsell or cross-sell products, or to cater specific content to returning customers or AAP members.
ShopAAP also presented a challenge for AAP staffers. A poor content management system implementation made updating content on the website difficult and time consuming.
Adage worked with the AAP to define a new platform to serve as a single source of resources and materials for both professionals and parents. Visitors are now able to purchase print books, eBooks and patient education resources, all from one user-friendly website. Additionally, users can subscribe to print and digital journals, as well as renew and reactivate their AAP membership.
Adage built the new website to allow users to interact with AAP products directly, thanks to a variety of integrated systems. The site’s EPiServer CMS gives AAP full control over the site’s content, EPiServer Find allows site users to find this content, inRiver PIM empowers AAP to organize information about its products and EPiServer Commerce enables users to purchase them.
The site recognizes users upon log-in, allowing the AAP to offer each user a more personalized experience and provide suggested content and products. Prior to the website redesign, the AAP did not have a responsive mobile e-commerce website, so Adage created the website to be responsive. Customers can now access information and purchase products on the go. The responsive nature of the website ensures longer engagement and more conversions, while also allowing customers to search AAP’s various resources at any time and from any device.
The redeveloped site has yielded dramatic results, including a 20% increase in ecommerce revenue and an over 300% increase in member visits.