Amplify your mission
A member-based collective, Outdoor Industry Association (OIA) is committed to protecting and growing access to the outdoors for everyone.
OIA engaged Firefly to build out their Salesforce Marketing Cloud Account Engagement (formally known as Pardot) membership portal. We also built out an analytics dashboard that powers their always-on approach to monitoring and improving their members’ web experience.
Starting off, Firefly created three distinct market personas that provided insights into member goals, challenges, and needs. Firefly set up Google Analytics 4 and implemented custom tracking to monitor user interactions and engagement patterns on OIA’s website.
Firefly then developed a customized Business Intelligence (BI) dashboard designed specifically around their KPIs. With the dashboard, which visualizes user behavior and events, OIA has ongoing opportunities to more deeply understand the user experience of both existing and prospective members.
Using this data, Firefly also enhanced the UX and UI design of key pages and forms across both OIA’s main WordPress website and its new MCAE-powered member portal, most notably optimizing:
Over a 4-month period, this work has helped OIA accomplish:
These valuable insights of user journeys and behaviors have formed OIA’s foundation for data-driven decision-making and more effective marketing efforts. You can always talk with us about how to increase your audience engagement and support through data-driven strategies powered by GA4, MCAE optimizations, and tailored dashboard insights.
