Case Study: Avidia Bank achieves nearly 2,000 more monthly mobile visits and 45% lower bounce rate with inSegment

Avidia Bank - Customer Case Study

Avidia Bank, a $1.2 billion mutual community bank headquartered in Hudson, MA, faced a generic, non–mobile-friendly website that failed to rank for relevant keywords and couldn’t effectively address its two distinct audiences—personal and business customers. Avidia partnered with inSegment for a complete website overhaul, including SEO, mobile optimization, audience segmentation, and redesign to improve conversions, organic search performance, and support paid search/display efforts.

inSegment conducted an on‑page audit and competitive analysis, rebuilt the site architecture and sitemap, added a splash page to let users self‑segment into Personal or Business funnels, produced tailored content, and optimized mobile elements (title/meta tags, images, speed). As a result, mobile organic visits rose by almost 2,000 monthly in 12 months, bounce rate dropped about 45%, average time on site and overall pageviews increased, the site began ranking on page one for mobile keywords like “bank of ma,” “business checking MA,” “Massachusetts home equity,” and “personal loan rates MA,” and Avidia’s Data Cube score showed a sharp improvement. inSegment continues to monitor KPIs and optimize the site.

Avidia Bank