203% increase in hub site visits

Mydestination.com is the business hub of a network of franchised local travel guide websites run by local experts. Following the migration of the individual local guides under the mydestination.com umbrella, our objectives were to enhance and develop content within the hub site.

Working with bigmouthmedia (now DigitasLBi) and the Mydestination creative team, I led the redesign of mydestinationinfo.com (now www.myguide-network.com). The objectives of the redesign were to: 

• Showcase my destination's travel credentials and expertise
• Convey the breadth of travel info available
• Communicate guide benefits to prospective franchisees and local businesses
• Increase traffic to the hub site
• Create clear paths from the hub site to local and niche content

Solution

I delivered the following activities to support the MyDestination development team in the creation of a user friendly and search engine optimised website:

• Project definition and user research
• Website structure and navigation architecture
• Optimised wireframe designs
• Content strategy and copy brief
• Testing new design concepts

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124% uplift in C&G baby club recruits

The C&G baby club was created by Cow & Gate to offer mums-to-be and mums advice and support from the early stages of pregnancy through to toddlerhood. 

Working with DigitasLBi and TRA, I designed and led a conversion optimisation program for C&G baby club designed to increase baby club recruits and improve user behaviour signals to meet SEO goals.

Solution

We carried out analytics analysis and an expert review which identified issues with user engagement and page flow of key organic landing pages. This informed test and design ideas which were prioritised by potential for improvement, impact and cost. An AB test using Optimizely was then designed to de-clutter the landing page template and re-order content promotions and calls to action.

Two variations of the landing page template were created. Both emphasised the page content while alternative positions of the 'Careline' and 'Baby Club' promos were tested. 

Results

Both variants outperformed the default with the winning variant recording a conversion rate (CR) uplift of 124%. Detailed analysis revealed:

• De-cluttering article page templates will increase overall user engagement
• Elevating Baby Club content promo and call to action increases visibility, thus encouraging click through and driving new recruits
• Users respond better to Careline banners once they have engaged with the article content

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Responsive site design and build for ASH

ASH design + assessment Ltd (ASH) are a full service environmental consultancy, providing landscape design and environmental assessment services for sectors and industries throughout Scotland, the rest of the UK and Europe.

ASH undertook a corporate identity refresh to ensure all marketing materials better reflected its business in a changing marketplace that is increasingly connected online. As a part of this project, ASH requested help with:

• Responsive website design
• Social brand channel development

Solution

Following a vendor evaluation, we developed an easily editable responsive website (accessible via multiple devices and screen sizes) with an updated look and feel using the Squarespace online publishing tool and templates. This provided ASH with a platform for the high quality imagery they produce, showcasing its services and project experience.

LinkedIn and Twitter profiles were developed for ongoing management in-house by ASH employees and a strategy provided to support online networking and connected conversations within the renewables sector.

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Responsive site design and build for ABE

Advanced Boardroom Excellence Ltd (ABE) are a start-up board effectiveness consultancy dedicated to individual and collective director effectiveness. 

ABE came to us with an immediate requirement for the design and build of their brand website. Together we developed a brief and functional specification.

Solution

To develop a brand site for such a highly networked sector that would be used as a reference throughout the decision making/procurement process, we supported ABE with the following services:

• Logo, stationery and print document design
• Responsive website design (information architecture, wireframes, creative design incl. image assets)
• Website build (CMS configuration, template personalisation)
• SEO (search engine inclusion, meta data, content optimisation)
• Web analytics set-up
• Email marketing

Following a vendor evaluation, we developed a responsive website (accessible via multiple devices and screen sizes) with an updated look and feel using the Squarespace online publishing tool and templates. This provided ABE with an easily editable, cost effective solution.

If you have a project you need help with, get in touch.

UX design and conversion optimisation training

As an experienced trainer, we can deliver one-on-one training sessions and courses individually tailored for groups large and small. We've designed and delivered bespoke training material for a number of brands and agencies in the Uk and Europe.

If you have a project you need help with, get in touch.