SHOWCASING EVERYTHING THAT'S GOOD ABOUT BURY ST. EDMUNDS AND THE SURROUNDING AREA.
Personalising the online experience through content was essential for Bury St. Edmunds and Beyond DMO.
The Problem
The Bury St. Edmunds and Beyond DMO exists to showcase everything that's good about Bury St. Edmunds and the immediate surrounding area.
The team were keen to improve the content editing experience across the site by reducing the need for duplication when editing content and wanted to introduce a more streamlined and efficient way to build out campaign pages.
They were also seeking to increase user engagement with key content on the site and set the following benchmarks:
- Increase % of users viewing a business directory page
- Increase % of users viewing an event listing
- Increase % of users viewing an offer
- Increase % of users viewing blog content
- Increase dwell time on site
- Increase overall engagement
The Solution
We worked closely with the Bury team to re-platform the current site over to our Pro website package, and the impact has been incredible:
IMPROVED DESIGN & USER EXPERIENCE
- We identified several UX improvements which could be made to help improve the on-site experience and increase engagement, these included introducing multi-faceted user filtering and the introduction of our Global Categories features to group content into 'themes'.
- We also implemented improvements to the information architecture of the site to help improve the user flow around the website.
VIDEO PLAYER
- We added new multimedia features such as our Video Player functionality. You can see this on the homepage.
CAMPAIGN SECTIONS
- Bury St. Edmunds and Beyond uses the DestinationCore content builder to create content hubs for online marketing campaigns.
- These hubs sit comfortably alongside the central features of business directory, events and blogs - all of which provide content to help visitors plan their stay and inspiration for what to do during their visit.
Modules installed include
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Advertising
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Global Categories
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Integration - Video Player (YouTube)
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Integration - Cookie Consent (Cookiebot)
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Tiered Membership Structure
The Results
- 16%+ of website visitors view what's on content. x2 above the industry average.
- 20%+ of website visitors view blog content. x2.5 above the industry average.
- A bounce rate of just 32%. That's 10% better than the industry average.
- Website visitors view an average of 2.21 pages per session. Comfortably above the industry average of 2.17.
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