Case Study
The American Oil Chemists' Society (AOCS) needed a digital presence that effectively showcased their scientific authority while supporting their membership and revenue goals.
Their previous website structure made it difficult for users to discover valuable scientific content, educational offerings, and products. The disconnected presentation of events limited registration potential, and their educational content wasn't set up for easy online learning. Without a cohesive content strategy, AOCS struggled to convert site visitors into members.
We created an integrated digital ecosystem with a streamlined content architecture using custom post types for Education, Laboratory Proficiency Program, and Certified Reference Materials. An integrated Zoom plugin now delivers educational content directly, while the custom Event Framework transforms their Annual Meeting into a fully-fledged site of it’s own. optimized to drive registrations.
- Clearly defined content types with taxonomies that help provide suggested, related content improves discoverability
- Zoom integration captures attendee information for remarketing
- Mobile-friendly, SEO-optimized event microsites drive registrations
- Enhanced platforms serve high-value resources like the Lipid Library and drive purchases
The streamlined homepage presents clear pathways to AOCS's diverse offerings, from scientific resources to products and events.
The high-performing Certified Reference Materials page showcases AOCS's laboratory products with a clear path to purchase.
The Annual Meeting & Expo microsite delivers a focused registration experience with consistent branding and mobile optimization.
In just 90 days post-launch, the site attracted 85,000 visitors—81,000 of them new—with engagement increasing by nearly 12%. The platform generated over 368,000 pageviews with 25,700+ highly engaged sessions, while organic search traffic grew to account for over 60% of visits. Early indicators show the new content gating strategy is effectively driving member conversions, providing AOCS with a scalable approach to growing their community and enhancing their position as a leader in oils, fats, and related materials science.
