American Egg Board
Their Story
The American Egg Board connects egg farmers with consumers while promoting the value of The Incredible Edible Egg™. Through education and marketing, they help inspire everyday use of eggs across households nationwide.
The Challenge
The Incredible Edible Egg™ website needed to better reflect the strength of the brand with a more intuitive, user-friendly experience.
Users were struggling to find key content—especially recipes—due to inefficient navigation and too many steps between entry and discovery.
The Insights
- Recipe pages accounted for nearly 50% of total site traffic
- Users were required to click through up to five pages to reach desired content
- High-value content existed but was buried behind inefficient navigation
- Faster access to recipes would significantly improve engagement
The Strategy
Rise developed a data-driven UX and SEO strategy focused on improving content accessibility and streamlining the user journey.
The Solution
- Redesigned the site experience with recipes at the center of the user journey
- Reduced access to most recipes to within two clicks from the homepage
- Created condensed recipe collection pages for easier browsing
- Implemented filtering functionality to improve both UX and SEO
- Conducted extensive cross-device testing to ensure a seamless experience across desktop, tablet, and mobile
The Results
By simplifying navigation and prioritizing high-demand content, the new experience significantly improved both traffic and engagement shortly after launch.
