A rapid-build, investor-facing website paving the way towards PureGym’s successful IPO
PureGym boasts more members than any other gym chain in the UK, hitting the one-million-member milestone before any competitor even came close. But when the company approached us to enhance their digital communications, they had a different milestone in sight. One that required them to successfully engage an audience more concerned with making a profit than breaking a sweat…
A single platform to optimise digital delivery and increase engagement by 118%.
Building on over 100 years of leadership, Anglo American have an ambitious goal: re-imagining mining to improve people’s lives. They are living up to their purpose through FutureSmart Mining™, an innovation-led approach where technology, digitalization, and sustainability work hand-in-hand.
The Challenge
Optimizing a complex international estate with Connect.ID
Anglo American have an ambitious goal: to become the most valuable, authoritative mining company in the world.
A full audit of Anglo American’s digital website estate, as well as a competitive SEO analysis revealed plenty of areas of opportunities:
- Twelve corporate websites, disparately managed across stakeholders within each region, resulted in an inconsistent brand messaging, reputational risk, and reduced efficiencies in cost and time.
- Under-representation or inconsistent representation of the company’s commitment to sustainable mining and its fundamental role within local communities where Anglo American operates.
- They had fewer rankings and less traffic than their peers, as well as no un-branded keyword presence in search engines, making it very challenging for Anglo American to appear in searches for relevant keywords that would establish their authority and expertise.
Our last website portfolio redesign was in early 2015, so this project was an important one to get right. There were a number of key stakeholder groups with growing needs and challenges that we needed to recognize and satisfy with the re-development. Now we have a digital estate that not only meets the expectations of our key stakeholder groups, but exceeds them.
The Solution
A scalable, flexible modular system to enable Anglo American’s specific communications goals and needs.
Robust discovery, research and stakeholder engagement informed our approach:
- One central group website that enabled easy, economical replication and tailoring to fit local country and business requirements.
- A new design module framework with improved look and feel that enabled faster, more consistent scalability. We created a brand new design module framework for Anglo American – a library of new and updated design modules with improved look and feel whilst enabling quicker scalability. We’ve used the module framework since to redevelop different areas of their digital estate. For example, a restructure and reformatting of the Sustainability section, including the use of new, localized imagery and featuring real people across the business.
- A strategic SEO program that addressed all three of Google’s primary ranking signals to improve site rankings and visibility: on-page SEO (content optimisation), off-page SEO (link development), and technical SEO (crawlability).
The Outcome
A new content-rich digital estate which is easy to navigate and dramatically increases engagement.
With a new strategically thought out navigation, users are consuming 22% more pages as well as 17% of visitors engaging more via their mobile devices. The quick delivery of bitesize information within a clean and easy to digest format has meant users are now exploring the site, on average, for 4 minutes and 28 seconds, which is a 26% increase compared to the previous year.
Compared to the same six month period prior to implementing our strategy, content, build and performance efforts, six months post site launch, we see fantastic improvement in audience engagement with key sections, mobile engagement and traffic site-wide:
- 118% increase in sessions on the Sustainability section
- 28%+ decrease in bounce rate (site-wide)
- 17% increase in mobile sessions (site-wide), with a 24% decrease in mobile bounce rate and 5% increase in mobile pages per session
