Holden Forests & Gardens is an organization made up of the Holden Arboretum and Cleveland Botanical Garden. They had two separate websites but underwent a large project to unify the two sites and amplify the parent brand while bringing to life some of the crucial community & research work the organization does. We worked with an amazing local agency, Brokaw to design & develop the new site.

While we worked with an outside agency, I played a driving role in our internal website team. Here are some of my accomplishments while working as an internal lead for this project:

•  Managed feedback from internal stakeholders and our partner, Brokaw
• Helped set up cross-domain tracking between the company’s two platforms, holdenfg.org (Wordpress), and it’s ecommerce platform (Altru). With my assistance the company was able to track ecommerce data for the first time ever.
•  Developed KPIs that correlate with HF&G’s institutional goals
• Websites are living, breathing products. After launch, I continue to look at the site with a critical lens and identify usability issues. For example, I frequently meet with a team of people who receive qualitative feedback about the site and I help make recommendations to change parts of the site to increase usability
• Analyze Google Analytics data and make recommendations for improving on our KPI metrics. For example, I noticed that people landing on the “plan your visit” pages for either campus did not convert as often as traffic being directed to the homepage. So, I made the recommendation to redirect our old website URLs to the new homepage instead of the respective “plan your visit”pages to increase our conversion rate and engageement rates.