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Brief
The Brief from Roadchef Motorways Ltd was one of the redesign and development of the existing flash site to meet a number of strategic objectives.
To redesign and develop the site so it gives the brand’s customers a more intuitive experience on the site, more exposure for the Roadchef brand in terms of search engine visibility, higher page view and retention of the users of the site, specific data capture to target specific customer groups and also retain the existing user base from the previous initiatives Roadchef currently run.
The briefing process for this project was undertaken by Marketing Results Partnership on behalf of Roadchef as their marketing agency, the partnership formed with Three Men One Shed throughout this project was one of two companies working in collaboration and was a highly effective process.
The client liaison and account handling was Marketing Results Partnership leaving Three Men One Shed Limited to get on with what we do best - designing and building quality websites.
Strategy
The delivery of the Roadchef website was to coincide with a number of offline activities notably the 50 years anniversary celebrations of the UK’s 1st service station Watford Gap. The site had a number of specific targets to hit in terms of usability, SEO optimization, site partners brand exposure, retention of users on the site, specific areas for the customer user base and relevant information for site locations and directions to get there.
The site was redesigned from the previous flash based website, which performed poorly in SEO and has been revised to be a more traditional multiple page website to allow higher penetration in to the search engine directories.
We retained some of the flash interactivity to create interaction within the site but used this as a complementary technology rather than leading with it, this coupled with significantly increased page content across the entire site high in terms of keywords and relevant contextual information has seen a significant rise in referred links for the major search engines.
Further to this Three Men One Shed has started a second phase of work with Roadchef delivering an email marketing voucher scheme which has seen great success in its initial rollout and is looking to be expanded in the coming months with more affiliate marketing partnerships with strategically relevant businesses.
Execution
Regarding our execution Three Men One Shed approach each project we deliver in the same way, through meeting, briefing, planning, designing, revision, and then resubmission until we arrive with the client at the desired solution of delivering the end result.
We pride ourselves on the fact that we tailor each solution specifically to the clients requirements and spend time in the planning process to make sure the objectives of the brief are met in full.
Our website developments follow a similar process regardless of client size which works well for both Three Men One Shed and our clients, this cyclical process of brainstorm, create, submit, iterate, brainstorm… works very well as we see the development of websites as a highly fluid process, where things are constantly changing and evolving on sometimes a daily basis.
We take into account in our delivery model the fact that things change and as a business we are small enough and dynamic enough to be able to deliver these requirements efficiently and effectively on sometimes extremely short turn around, making sure we are always delivering to the clients needs when they expect.
Results
With regard to the newly designed and developed site the results speak for themselves.
We have seen a number of significant indicators from the redesign and redevelopment of the site. The transformation from a flash site to a traditional html based site seen the following changes in the site statistics.
The users are spending a significantly longer time on the site and viewing a higher number of pages in and then linking through the site in a more structured manner than on the previous website.
The content and the keywords in which the users of the site are finding the information are far more targeted than previously with a higher percentage of users being referred on relevant keyword search terms than by viewing the site directly from its base url.
The areas focused on the customer groups of business, family and are having more access by users for longer and are leading to more site based enquiries through the now expanded contact forms, this allows both business and consumer customers to direct their specific enquires directly to the relevant person or department.
The data capture aspect of the site is working well with the automated delivery of further content to subscribers of the sites voucher promotions with a high percentage of opt-in users wanting more offers from Roadchef as their affiliate marketing promotions come on stream.
Overall there has been a positive response from both business and consumer customers and also the client with Roadchef CEO - Simon Turl commenting on the final site:
“I think the finished product is excellent and wanted to thank you for your work on the project.”
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