The work was split into several stages.
Firstly, we analytically audited the resource: we analyzed the paths users took throughout the website, their interaction with the content. The most and the least popular blocks and pages, pages that were most frequently left by users and pages with the highest bounce rate were determined. The audit helped us reveal the core problems of the website. Planning objectives were based on the resolution of those problems.
While planning the home page template special attention was paid to the content and ease of interaction with it. The upgraded version has a simpler structure. The publications accumulated over seven years of work were distributed among five main sections: Market News, Analytics, Cases, Opinions, Events. At the same time we left the possibility to filter the materials by themes (the new website version has more than 40 themes). The new Business Training and Vacancies sections – which the customer is planning to turn into full-featured services in future – were separated.
To involve users in communication we eliminated the mandatory registration on the website and replaced it with an external comment system. Now visitors can discuss materials after logging in to the website through one of social networks. It's very easy!
To attract additional traffic to the website we added the Share buttons to all the materials (and succeeded in attracting new users from social networks – please see the results below).
At the same time we changed the website management system. The new Marketing was transferred to CMS 1С-Bitrix. The customer got the opportunity to manage the content in a more comprehensive way: to use various templates while creating materials, add new sections to the website on his own. A block structure allows to highlight and change semantic and visual accents on a page at any time. The template is based on a changeable grid: once a new publication is added all the blogs are rearranged.
And finally we redeveloped the corporate identity and logo of the website. The guideline on the use of icons and illustrations on the website was prepared as well.
