The Union is the world’s most prestigious and established debating society, it has both the resources and reach to attract renowned speakers from all over the globe.
The Union’s website needed to develop into a platform which conveyed this pedigree. More importantly it needed to serve as a tool which engaged users and kept them coming back; to explore existing content and discover upcoming events.
The Union’s existing website was not built to be mobile friendly – and contained a vast amount of content. Over time, the navigation system and User Experience had become cumbersome and confusing.
Despite most talks and debates being filmed, video content was notable by its absence. Visitors leaving after viewing one or two pages told us a story of a website which was in need of complete renovation.
We spent approximately 60 hours interviewing the target audiences and created personas prioritising audience need. We also commissioned a company to create an virtual tour to attract more commercial tours and events – such as weddings.
We worked with 3 committees over 9 months, which was a challenge in itself.
The Union’s new website attracted about 22% more traffic and increased the dwell-time (amount of time spent by visitors to the site) by around 40% overall. The site is now fully mobile responsive – this has opened the doors to a new generation of members and visitors.
The virtual tours have increased interest and bookings in actual tours by peaking interest.
Need a new digital identity?
Do you need a website which demonstrates the quality of your organisation? We can create that magnetic resonance between you and your audience, helping you show an identity that will set the stage, and set you apart from the competition.
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