Success for new California Avocado Commission website

Much has changed since the California Avocado Commission’s (CAC) consumer website was redesigned in 2011. Smartphones have become increasingly important — consumers expect information to be accessible to them no matter where they are. And social “sharing” has skyrocketed on platforms like Twitter, Instagram and Pinterest. Since 2011, Facebook alone has grown from 500 million members to more than 1.4 billion.

To keep pace with changing technologies and consumer trends, the Commission redesigned the consumer website and unveiled it In March 2015. The new website automatically scales the view based on the type of device a visitor is using, be it a mobile device, tablet or computer. And content — ranging from recipes to nutrition information and avocado preparation tips — can be easily shared on any social media platform. In order to help users more easily locate content, the search capability was optimized to provide more precise and accurate searching.

New software allows the Commission to customize content to specific types of users and test new website functionality to determine how well it resonates with our targeted audience. The new website also hosts a variety of ready-to-use technologies that allow the Commission to utilize and more quickly implement the latest plugins and fixes.

As a result, the site is more visually appealing and content is easier to find and share on social media channels. Fans have responded positively to the changes:

82 percent increase in traffic (overall visits)
92 percent increase in unique visits
43 percent increase in page views
209 percent increase in blog page views
31 percent increase in time spent on blog site
19 percent decrease in bounces (i.e., fewer people leaving the site after viewing only one page)

The Commission will continue to assess new technologies and trends, and update the site on a regular basis to ensure this critical content hub remains relevant and compelling for California avocado fans.

Visit www.californiaavocado.com for more information.