Throughout FY2014, the Digital Marketing team’s focus has been the optimization of usps.com and the Postal Store to improve the customer experience and streamline the site, while growing revenue. We began the year with a redesign of the Tracking page, which is by far the most trafficked portion of the site receiving 81 percent of all informational requests, and have been continually making improvements throughout the year. The most notable enhancements were the ability to request text updates via one’s mobile device, added in the summer, and Return Receipt After Mailing, launched in September. Also launched in September was My usps.com where residential customers can track and manage their incoming packages on a comprehensive dashboard.
The Postal Store launched a fresh new look in April featuring eye-catching graphics, more intuitive categories and an easily browsed new layout. The improved visual experience and categories make for easier shopping for everything from stamps to free shipping supplies.
Toward the end of the fiscal year, a streamlined usps.com site was launched. The site has new navigation to provide customers with a quick, easy and intuitive path to the information or application they are seeking. The look and feel of the content pages was updated and the design better aligns the desktop site with our mobile site. In our continuing push to be “Your Post Office Anywhere,” our customers’ changing mobile needs is the focus of our efforts. The usps.com site is now responsive down to the small tablet screen size, with plans to be fully responsive down to all mobile devices in FY2015. We have also updated our backend technology supporting the site to create greater flexibility and efficiencies as we continue our optimization efforts. These and all the improvements made on the site were based on customer research, usability tests and industry best practices.
Usps.com was also a key component of Brand Marketing campaigns in FY2014 which included Holiday, Spiderman, Small Business and Stamps. Continued optimization efforts were implemented for the applications across the site including launches of and/or updates to Pick up on Demand, Package Intercept, Every Door Direct Mail, Post Office Locator, Click-N-Ship and International Inquiries.
Further optimization efforts to meet our customers’ needs have been developed throughout FY2014 with scheduled launches in early FY2015. These include Technical Chat, standardized transactional emails and a redesign and full-integration of the usps.com Address Book, used primarily by Click-N-Ship today. All of these changes help USPS deliver to our customers the right information and the best tools for taking care of all their needs wherever they are.
Usps.com Highlights from FY2014 include the following: FY2014 saw a 6 percent increase in revenue, generating more than $1 billion. Nearly 500 million customers visited usps.com and generated more than 2 billion transactions. On average, there were 3.4 million visits per day and overall more than 1.2 billion visits in FY2014. All in all, usps.com saw a cumulative increase in traffic of 17 percent over the previous year and continues in an upward trend going into the new fiscal year.
