The Doors
Reviving Rock Legends: The Digital Renaissance of The Doors
Integrating Rich Content and Commerce to Revitalize a Classic Brand
The Doors, one of the best-selling bands of all time, aimed to enhance their online presence to better reflect their iconic status and engage a broader, international audience. The project focused on revamping TheDoors.com to serve the dual purpose of celebrating the band's rich history and driving merchandise sales through an integrated e-commerce platform.
Approach & Collaboration
Building a Seamless Fan Experience
- Collaborated closely with band management and The Doors' official archivist to gather thousands of content items including interviews, articles, photographs, and audio clips.
- Developed the website on Drupal with Drupal Commerce to facilitate a smooth e-commerce experience, allowing fans to purchase merchandise related to iconic albums and performances directly.
- Enhanced the site's SEO and user experience by providing clear-text context to all content, making it easily searchable and engaging.
Results
A New Era for Online Brand Engagement
- Developed an effective and award-winning eCommerce site for one of America’s greatest Rock and Roll bands. The beautiful “contextual commerce” platform improved the online performance of the brand dramatically.
- Achieved a 33% decrease in bounce rate and a 175% increase in the direct-to-consumer database, indicating higher engagement and customer retention.
- The site's success was recognized with several awards, including Acquia's Best Entertainment Website and Webby Awards honoree in Music and Best Visual Design categories.
Impact
The rebuilt website dramatically improved the band's online performance metrics. *12 months after new site launch vs prior 12 months.
19.4 x
Increase in online revenue
3.7 x
Increase in unique monthly visitors
8.3 x
Increase monthly page views
33%
Decrease in bounce rate
175%
Increase in direct-to-consumer database
14 x
Increase in pageviews.