ELEVATOR PITCH:
In 2022, we realized that our website – NScorp.com – had become a confusing experience. Site visitors didn’t know where to navigate, duplicate content affected organic search results, and our teams weren’t able to maintain accurate content.
So, in September 2023, we made a change – creating a new, user-friendly website to efficiently deliver the full scope of Norfolk Southern’s offerings.
We’re thrilled with the results so far. Engagement rate (+39%) and engagement time per session (+29%) are up significantly. New users have risen 31%, PDF downloads are up 27%, and time on site has increased by 15%. Our once-frustrating website is now something we’re very proud of, because it’s clearly more helpful to our customers, employees, and other visitors.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
From a big-picture perspective, Norfolk Southern wanted to reaffirm its dedication to safety, productivity and sustainability — demanding a renewed commitment from its brand. A key part of this commitment was a website that was not just easier to use, but also infused with the grit, heart and pride required to move the weight of the world. The brand required a customer-centric, operations-driven experience that showcased the full scope of Norfolk Southern offerings, in a modern, engaging way.
The results have surpassed our expectations. Here are some examples from the first six months after launch:
- Content shifts on the site have helped increase both engagement rates (+39%) and engagement time per session (+29%).
- New users are up 31%.
- PDF downloads on the site grew by 27%.
- Time on site has risen 15%.
Users are interacting with on-site actions more frequently and completing desired events (form submits, downloads, email subscriptions) more often during each session.
BLAZING A TRAIL:
Rail is complex, and we’ve noticed that our industry tends to pair simple design and menus with extremely complex verbiage. Our new website makes it straightforward, with clear, simple menus;obvious links to resources for customers and the public; AND simple, easy-to understand language that communicates our capabilities.
Here is a link to learn more about their campaign.
