Pursuing Excellence
A website relaunch for a real assets pioneer
- Completely redesigned and migrated a critical sales and marketing platform
- Integrated extensive financial performance, yield and expense ratio data for mutual, closed-end and SICAV funds via a custom API solution
- Customized the site content and layout across three main target audiences and six regions
Cohen & Steers, a leading investment firm focused on real assets and alternative incomes with $79B in AUM had a text-heavy corporate website with limited visual impact on an outdated content management system. This was replaced by a more engaging and data-driven experience. Bold text and modern design elements like new photography and global imagery are highlighted to make a powerful first impression. Detailed user interface design encourages longer visits and creates opportunities to generate prospects.
The site consists of three distinct content areas – funds data, insights and the corporate story – that each were addressed to maximize their role and significance.
Our team found intuitive solutions to navigate and display detailed fund data including performance, yield and expense ratios. Multi-column tables convert to cards on mobile phones. Individual investment vehicles are able to be compared and contrasted. This data-rich experience was geared toward analysts and financial professionals.
The heart of Cohen & Steers education and thought leadership orientation is the insight section. Articles can be filtered by asset class, topic and media type and are displayed throughout the site to complement investment approaches. Long articles are made approachable by various design techniques that serve the needs of institutional investors and encourage browsing.
A compelling and expanded corporate narrative told a fresh story about Cohen & Steers, featuring their purpose, their commitments and their priorities. A new corporate narrative highlights the firm’s history, commitment to excellence and corporate values. MBLM also developed robust sections for DEI, Corporate Responsibility and ESG. This introduces the firm to new markets outside of the US and bolsters its standing stateside.
The new website was met with great enthusiasm and favorable metrics.
“We are in love with the new site and simply could not have done it without MBLM.”
– Paul Zettl, EVP, Head of Global Marketing, Chief Marketing Officer
“It is so sleek and modern. I feel like I work for a tech company now.”
– A member of internal sales
Less than one month after the launch of the new corporate website, Cohen & Steer’s bounce rate was cut in half from 56% to 28% and the percentage of returning visitors has increased by 25%.
The new user-friendly interface favored engagement and longer visits. As a result, insight articles readership soon doubled, with a 10% increase for time spent reviewing fund pages and an impressive 40% time-spent increase for articles.
