Commerce Transformation Yields Dramatic Results: Increased Revenue and Site Visitors

The American Academy of Pediatrics is a professional membership organization of 66,000 primary care pediatricians, pediatric medical sub-specialists, and pediatric surgical specialists dedicated to the health, safety, and well-being of infants, children, adolescents and young adults.

Headquartered just outside of Chicago, the AAP provides resources to both professionals and parents through their ecommerce site, shopAAP.

The Problem

The AAP’s aging shopAAP ecommerce site hindered their ability to provide a quality customer experience. shopAAP suffered from an inconsistent, fractured user experience. To purchase products including print books, ebooks, memberships, and online courses, visitors were forced to use different shopping carts and purchase paths.

They were also unable to upsell, cross-sell, or cater content to returning customers and AAP members. shopAAP also presented a challenge for AAP staffers. A poor content management system implementation made updating content on the website difficult and time consuming.

Transformed Ecommerce

Adage Technologies rebuilt shopAAP to simplify the purchase path, provide a more personalized user experience, and drive member engagement. An Adage strategy and design team transformed a complicated, 17-step purchase process, involving multiple shopping carts and platforms, into a single unified platform.

Now, AAP members and customers enjoy a single shopping experience for all of shopAAP’s products. The reduced number of clicks required for users to complete any given task has resulted in increased conversions and revenue.


Adage integrated the ecommerce platform with AAP’s AMS, Abilia’s netFORUM, so that a member’s purchases, event registrations, and course completions could be attributed to their account. The integration allows us to personalize product recommendations based on a member’s demographic info.

The team also implemented the Episerver Perform product into shopAAP which uses hundreds of algorithms to provide product recommendations based on user behavior.

Personalization and Mobile-Friendly

The site recognizes users upon log-in, allowing AAP to offer each user a more personalized experience and provide suggested content and products. 

Adage built a fully-responsive website that allows customers to search AAP’s various resources at any time from any device, ensuring longer engagement and increased

Our mission is to improve the health of all children by providing the best resources and materials to our members, health care providers, and parents. ShopAAP is comprehensive, easy to use, and it’s the perfect platform to help us reach these important goals.
Robert Katchen
Director of the Department of Information Technology, American Academy of Pediatrics

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