FedEx: FedEx Increases Shipments and Revenue with the Addition of Interactive Content Experiences

Case Study

FedEx Increases Shipments and Revenue with the Addition of Interactive Content Experiences

The FedEx Small Business Center is a resource that guides entrepreneurs through the complex process of starting a small business and helping them navigate the shipping world. This also includes a wealth of information about freight shipping for both national and global markets.

The Challenge

The FedEx Small Business Center site was extremely text-heavy, with over 900 static pages that were difficult to navigate. The team needed to revitalize their seven-year-old Freight Central site and incorporate it into the new, interactive Small Business Center, a process that involved repurposing content into interactive solutions with the help of Ion Interactive.

The Strategy

In an effort to enhance the site, Marketing Specialist Advisor Danny Kirkman, along with FedEx Freight Content Lead Brian Smith wanted to create an interactive experience to walk business owners through the often-complicated process of freight classification and shipping.

“We’ve all been to enough seminars and conventions to know that interactive is the way online communication is going,” Kirkman said. “We wanted to be ahead of the game and use interactive content to make shipping easy and engaging.”

In conjunction with ion interactive, the FedEx Small Business Center team built six experiences to help gamify, and also simplify, the freight shipping process for users.

The Results

FedEx Small Business Center’s evolution of the buyer’s journey is garnering attention not just from customers, but from the marketing world as well. The Huffington Post named FedEx Small Business Center one of the “10 Top Small Business Blogs” of 2016.

Users are also flocking to the new site in droves. Kirkman said that over a six-month period, the Freight Box experience alone has generated 136,000 visits and showed a 151% increase of Freight Box shipments over the previous six months before the page existed. The service has also seen an 86% average growth in month over month volume as well as an 82% average increase in month over month revenue. That’s a lot of freight!

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