Cellular South is the #1 independent mobile provider in the United States. HUGE was retained by Cellular South as its digital agency of record to develop and implement a digital strategy to significantly drive growth and take on AT&T, its #1 competitor.
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Scientific American is the oldest continuously-published magazine in America, and one of the most trusted knowledge brands worldwide. HUGE was retained to re-architect Scientificamerican.com to connect readers to a wealth of authentic, high-quality content. In addition, the publisher felt the Scientific American brand merited higher CPMs than the current design was enjoying.
Topic-based architecture
Research showed Scientific American users most often wished to explore content via specific topics. The redesign project gave HUGE the opportunity to apply best of breed topic-based content architectures to this rich but relatively unheralded trove of content. The new structure addresses the needs of both casual task-oriented visitors and dedicated science junkies while remaining sensitive to the clients’ internal editorial processes.
Immediate results
The launch of the new scientificamerican.com represents one of clearest “before and after” success stories in recent memory. Repeat visits and conversion rates improved immediately. Most impressive, page views per user increased over 100% without any investments in marketing the website. In 2008, the site won a Davie award for the best Educational website, as well as earning a nomination for the 2008 Webby’s in the Science category.
