How Electronic Arts Leveraged Effective Web Design to Engage with Investors
15 January 2020
By Allyce Maclaren
Early last year, we spoke with Erin Rheaume, Senior Manager of Investor Relations at Electronic Arts (EA) about her game plan for investor communications. At the time, Electronic Arts had just launched their new investor relations website and were looking forward to sharing it with the investment community. In this day and age, a company’s overall credibility is associated with the aesthetic quality of its website. In fact, according to a Rivel Research Group survey of 353 buy-side professionals, 75% say their interest in a company is diminished when the website is poorly designed. As an experienced IR professional, Erin knew how crucial it was to leverage good web design and create an engaging IR site to educate the Street, convey brand personality, and engage with the investment community.
She said, “To increase our reach, we plan on leveraging our IR website as a first touchpoint. Our vision is to have an evolving website, full of educational information that goes above and beyond our peers.” In addition to increasing EA’s transparency with investors, Erin also wanted to leverage design best practices to infuse the site with the brand’s bold and vibrant personality.
Erin’s vision for the redesign was in stark contrast to EA’s previous IR site, which she says was “outdated, clunky, and hard to navigate.” It also did not reflect their playful branding and felt “disconnected from [their] corporate website.” And ultimately, the site was unable to scale with the increasing volume of content EA wanted to showcase on their site, including executive interviews, upcoming game launches, and primers on new accounting standards.
With that in mind, Erin worked with Q4 to overhaul EA’s IR site and leverage web design best practices to align it with her strategic vision and goals. And it has received glowing reviews all around. She says it’s now “a great first point of contact for investors”, who “appreciate how intuitive and informative it is.” Erin’s team also values the site’s simple navigation and overall ease-of-use, especially when it comes to accessing past filings and earnings documents in just a few clicks.
We recently caught back up with Erin to talk about the impact of the redesign and the successes they’ve seen – and it’s nothing short of amazing. Since the launch, the time users spend on the homepage has increased by almost 65% and the time spent on the financial information page has gone up by 71%. Furthermore, EA has maintained an impressive 46% click-through-rate from their homepage to their quarterly earnings page, and has seen a 6% growth in month over month visitors. It’s safe to say the new site design has been successful in capturing visitors, increasing overall engagement, and supporting the strategic vision of EA’s investor relations.
To learn more about how EA successfully redesigned their IR site to increase engagement and make a measurable impact with the investment community, download the case study here.