Building a mobile responsive website in only four months
Success achieved
How the Building Engineering Services Association built a new, mobile-responsive website in only 4 months and cleverly used Google Analytics and other tools to bump up the content and features that increase engagement and traffic.- Website
- https://www.thebesa.com
- Project dates
- September 2015 - January 2016
Project team
- BESA's marketing team
Introduction
Our remit as part of a wider rebrand was to completely overhaul the existing association website. Specifically it needed to be optimised for mobile, deliver against the needs of users and offer new functionality (such as a secure members’ area).
Historically the website had grown in response to internal requests to add content meaning there was a requirement to completely re-evaluate the needs of our users and the journey they were looking to complete on the website.
The BESA website was relaunched on 25 January 2016. Utilising feedback from members and best practice, we have created a website which is more visual, easier to navigate and includes new features such as a secure members’ area, live chat, online payments, testimonials and content which is structured around user needs.
Discovery
Once the decision was made to rebrand our association, one of the most vital elements was the website, not only because we needed to purchase a new domain name, but also the existing website was not fit for purpose in terms of portraying us as a modern association who offer a range of solutions to meet the needs of our members.
The rebrand fit into a wider strategy to raise our profile amongst members and the industry, meaning it was imperative that we had a website we were proud of to underpin all the activity. We were also embarking on social activity for the first time meaning we needed a fit for purpose website to route traffic back to.
The most critical requirements was that due to the rebrand timescales, the project to overhaul the website had to be completed within four months.
By addressing these issues, it would ensure we have a modern visual identify with content that meets member needs, giving us a platform from which to add value, promoting services and launching new propositions to attract new members.
Objectives
- Refresh the look and feel to coincide with the launch of the new BESA brand.
- Deliver a website that was fit for purpose, easy to navigate, mobile friendly and that delivers value to members and the industry more broadly.
- Grow traffic and engagement
Activities
Main activities undertaken included:
- Domain purchase
- Visual redesign and rebrand
- Site audit
- Creation of a site map
- Sourcing of content
- Build of new functionality
- Member and stakeholder feedback and testing » SEO and analytics setup
- AdWords activity
- Ongoing development post launch
To completely overhaul the website in a 4-month window, it was essential that stakeholders were motivated to contribute content to tight deadlines, and that the design and layout of the site was agreed at the outset.
To do this we initially held workshops with key stakeholders, using google analytics to assess pages on the existing site that were getting a lot of traffic vs. those that were less frequently visited. This gave an order of prioritisation. On a team by team basis we then produced a plan of work with associated deadlines.
We also agreed up-front that the development would be phased with an initial launch followed by further functionality being released at later dates.
Our simple drop down navigation bar includes key content areas that our members and new visitors should need to find their way around our site. A sub sidebar is also included within each section, to enable a seamless user journey throughout. The website essentially has three sites within one, the main BESA website, Training and the Members’ Area. As they all contain a tailored, complex information and resources, it was important to break these down into microsites to reduce the size of the main navigation bar.
The website is constantly evolving via feedback from members, staff and market. We want to be seen as an authoritative voice for our members and the industry and produce content which is current, relevant and factual to keep users engaged. As an example we have recently added a Brexit page to our website as this is a hot topic relevant to our members and the industry.
One of the key limitations of the old website was that it was not optimised for mobiles and tablets. The website is now fully optimised for both tablet and mobile devices, with the ability for more scrolling and the navigation bar now features from the left side.
Google Analytics shows a vast increase in the usage of mobile and tablet devices since the website redesign. Since launch mobile users have increased by 192% and tablet users have increased by 174%. We are still predominately a desktop accessed website, which as an Association is to be expected, however optimising the site for mobile and tablet users has had a positive impact and the figures will keep
on growing.
The amount of text has been significantly reduced. We decreased the number of web pages by two thirds and introduced the option to download documents, rather than displaying them in full on the pages.
Speech bubble 'dudes'
Infographics, animated videos and BESA speech bubble ‘dudes’ all represent useful
information in a more engaging way. With numerous graphics and downloadable documents, we have ensured all the file sizes were reduced to prevent devices being slowed down whilst browsing. Any forms that were originally hard copies or Word documents which members needed to fill out, have now been either created as an online form or an editable PDF, streamlining the process for members and reducing costs.
We have introduced added interactions for users with contact forms personalised by department, enhanced 'Find a Member' search tool and live chat being trialed in some areas. Improvements to functionality were important – both from a member perspective, and also to improve operational efficiencies.
CRM integration has been built into the website, primarily to power the 'Find a Member' search tool - an online directory of BESA approved members. This has been further refined since launch to address member feedback asking for greater ways to search and filter members. We’ve now enabled users to search purely by name, as well as by 36 job-specialisms, as well as improving the postcode search. All these elements are pulled through a nightly update to ensure the data is always current.
When the site relaunched, we introduced a secure online Members’ Area to provide a digital resource hub, where members can access exclusive online information and advice as a benefit of their membership. All primary member contacts were emailed their login details in January and we’ve just started promoting the secure members’ area to all employees of member companies. They can access a technical online chat facility, fill out an ask an expert form, as well as accessing technical bulletins, updates and downloadable guides from various BESA departments. This area is constantly updated to keep our members engaged, give them value for money and ensuring content is still technically and factually correct.
Historically an annual Member Details Form was mailed out to members to collect details about their company which then populates our annual directory and the Find a Member search. The existence of the secure members’ area has meant that this year the process can be done digitally, saving significant postage costs. We have an admin section where members can log on and review their data (pre-populated by our CRM), meaning they can quickly check their details are correct and add in any missing information.
We are also shortly about to launch a communications preference section of the members’ area to enable members to review which marketing and communications materials they would like to receive on an ongoing basis.
It was also key to raise the profile of BESA and drive increased traffic to the website. The website now features on every single communication whether it be member emails, press releases, social activity, editorials or advertising.
Innovation
Google analytics and member feedback has been vital in ensuring the success of the new website. If things are not working we change them, and where things are hot topics for members (for example the find a member search) we actively involve them in the development and testing process.
As part of phase two we recently introduced 3 call to action buttons to the top of the BESA homepage, Training site and Members’ Area. By having them above the fold, it can enable users to click on them immediately without having to scroll, simplifying the member’s experience.
Screen Shot - Home page
From looking at the user flow within Google Analytics, we could pinpoint where people were landing on the site and what their next interaction was. Member Login was most popular so we introduced it as a call to action button but also increased the size of the original button at the top right hand of the page to make it more prominent.
Marketing
When we launched the new website under the new url: www.theBESA.com, we originally appeared on the ninth Google search page, which wasn’t beneficial for our members. BESA – British Education Studies Association were ranked as number one and we knew realistically we wouldn’t be able to overtake them. By running a successful AdWords campaign it allowed users to find us far more easily and we now rank as number 2 for the search term BESA and rank number 1 for the search term The BESA, which is a real positive for our members.
We are constantly leading people to engage with our website through social media, e-newsletters, email campaigns and our member magazine.
[CHALLENGES]
The time frame was challenging, especially at the same time as rebranding the goup of companies! To overcome this challenge we appointed a project manager to ensure everything remained on track and that deadlines were met. We also used a phased approach to achieve realistic goals in time for launch.
There was also an element of stakeholders wanting to keep a lot of the content that had been on the old site, even though some was quite out of date. This was handled by using google analytics to check what content was being accessed and then turning things into PDF downloads to monitor usage rates. This has allowed us to remove some of the poorer performing PDFs.
Achievements
Since the launch of the new site, we have increased both sessions and pageviews by 160%, and users by 249% compared to the same period on the old website.
Even since the launch in January the figures are still growing with sessions increasing by 59% Jan-Oct, and visitors increasing by 53% over the same period.
The average session duration is 3 minutes an increase of 17%, which proves members, new and returning visitors are engaging with our content on the site.
We’ve quadrupled the amount of new visitors to the new site. This has been partly due to a Google Adword campaign as well as being more proactive on social media platforms. The mix of traffic to the site has also changed with the use of social media, e-mail and paid search features where previously they did not, and organic searches are growing too.
What would we do differently?
From the outset it would have been useful to have engaged the digital specialists in terms of tracking, SEO and AdWords; when we initially went live, we did not have event tracking which later proved to be very useful.
Through an audit, a number of technical changes were also highlighted which helped from an SEO perspective. These are now built into all our website projects from the start, but came later for the BESA site.
Feedback & Testimonials
“Huge progress has been made on the website which is looking really good”.
Richard Ward, Membership Director
Wider impact
This project has been seen as a success internally and has really engaged stakeholders and members. We now have teams actively putting forward suggestions for additional content and functionality, and the website is a regular topic of conversation at member meetings. The increased traffic is also enabling us
to launch other activities such as advertising on the site and a jobs board which will create revenue for the association, which will be ploughed back into enhancing the member offer.
