Winsight’s CSP Debuts Cutting Edge Redesign

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Chicago-based Winsight this week relaunched the website for its flagship CSP brand. The new design takes a cue from consumer digital media, with a visually appealing, easy-to-navigate layout, multimedia and higher visibility for advertisers.

 Winsight anticipates a 20 percent boost in traffic from the redesign. Since its debut on Tuesday, April 26, page views have already risen from an average of 1.5 per visit to 2.5 pages. “Over the past few years, we’ve started to understand how readers use digital and make data-driven decisions based on that,” said Tara Tesimu, senior vice president of media products and audience development at Winsight. “We’re applying that knowledge and learning to the b2b audience we serve.”

 New Design Highlights Breaking News, High Value Reports

Tesimu said that reader expectations are higher today when it comes to B2B websites. “Across the Web, you’re seeing more visually stunning product that are intuitive and easy to use. Everything is being served up to you in a convenient, optimal way.”

 Like most media sites, the CSP redesign prioritizes breaking news. “This design and user experience more than any we had in the past focuses on important news of the day,” said Tesimu. “The top half of the site says this is what’s important, this is what you need to know at a glance.”

 However the new Drupal-based site also highlights additional deep value CSP resources such as research and state of the industry reports as well as CSP’s  Category Management Handbook and product directories—items that aren’t often given prime real estate on other sites. “We have these outstanding state of the art resources and we wanted to surface those, not bury them and only bring them out once per year,” says Tesimu. “Research can be among our top traffic generators and we want to make these available resources whenever readers want.”

Social Push: From 900 to 3,500 Fans

While newsletters remain the largest traffic drivers for Winsight, the publisher has made an aggressive push in social media. “We started the year with 900 fans and now we have about 3,500,” said Tesimu. “We don’t go after a huge social audience, we’re not trying to grab consumers, we want to be very targeted.”

 Facebook and Twitter are Winsight’s largest channels. “Facebook is so advanced, it allows you to target by job title or industry,” said Tesimu. “You can narrow the audience, put it in front of them and gain thousands of likes. The other aspect is focusing on engagement—it’s not enough to just put links up all day, we want to talk audience, get them to respond.”

 Advertisers Get Bigger Presence

With the redesign, CSP shifted away from right rail ad placements to ingrain ads more closely with content. “That gives advertisers better numbers, but also looks more seamless with the user experience,” said Tesimu. “When you’re limited to the right rail, ads can only be so wide. By taking pages full width, advertisers have the ability to take their ads full width in the future, too.” 

 

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Matt Matt Kinsman is vice president of content + programming at Connectiv, the only association focused on the integrated b-to-b model—including publications, events, digital media, marketing services and business information. Prior to joining Connectiv's predecessor American Business Media in 2011, Kinsman was executive editor of Folio:, the leading information provider for the magazine industry.