A brand migration that you can take to the bank

Delivering digital transformation for the client’s B2B and B2C audiences: two websites, both perfectly aligned with the client’s new brand and high usability standards.

Focus area

Animation
Brand Identity
Data & Measurement
SEO
UX/UI Design
Website Development

Industry

Finance

See live

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“Working on a 172-year-old brand brings a great deal of responsibility and the StrategiQ team completely understood this from day one. Taking a truly integrated approach to deliver a website that is both befitting our new brand and providing us with an exciting platform to build upon as our strategy develops. The positivity generated by the project has been felt throughout the Society and we couldn’t be more excited for where we can take our digital strategy to forge new paths towards an exciting future.”

Lee Gladwell

Chief Commercial Officer

Overview & strategy

01. Adoption of a newly completed visual identity

02. SEO friendly migration of all content, rankings
and traffic to new domains

03. Intuitive CMS that reduces monthly costs

04. Enhance user-experience, helping customers
find the right information faster

Our strategy comprised of an end-to-end migration from Joomla to WordPress utilising a multisite set-up allowing single shared CMS, code-base, theme and plugin stack. Both websites would have only minor cosmetic differences, equally adopting the new brand.

Our new UX-led design transformed the site’s navigation and brought new product filters, calculators and features to guide customers to the right mortgage and savings products faster.

We pitched bold KPIs to win the project including increasing average time on page by 30% and maintaining/recovering all organic traffic levels
after launch – a top Board concern.

Implementation & outputs

01. Provided simple, yet highly effective mortgage and savings calculation variables within the new CMS

02. Ensured the consistency of product content across both sites

03. User tested the new site to ensure success

04. Implemented updates after launch to improve UX

Taking the brand from print to digital enabled StrategiQ’s development team to introduce subtle animations to the design’s components. Collaborating with our design team to animate their new ‘tile’ icons.

By launching the new website onto the new (and used) domain names, our strategy was to hide the new site from Google, allowing an initial ‘soft launch’ to a member group who could critique ahead of the full launch.

During the 2 week soft launch, the working group, members of the public, and a contingent of deliberate paid search users provided valuable insights.

Post soft-launch, feedback highlighted that existing customers wanted to speak to somebody, whilst new customers were not scrolling.

Results & evaluation

01. Converted users at 0.81% since launch

02. Generated over 1,600 enquiries, the highest at
193 leads in October

02. +33.5% increase for avg. time on page (mobile)

04. Organic sessions up +29.6% year-on-year

Page speed was committed as a key deliverable to further aid user experience. Our development team has taken pride in maintaining strong performance with Google’s Core Web vitals in collaboration with our hosting recommendation and partners at WPEngine.

Performance also manifests with GTmetrix, we achieved and have maintained an A grade against the website since launch.

Through 301 redirect mapping and ID of top performing keywords, our developers executed a meticulous SEO migration.

Suffolk Building Society have significantly reduced ongoing maintenance fees by being able to fully update the website in-house via the intuitive new Gutenberg CMS.