- Managing digital delivery
- Defining requirements
- Product development
- Content production
Delivering a website that enabled CSSC to increase engagement and sales
Results
Digital experience
Produced a clean, contemporary mobile-first digital experience to meet the needs of members and to provide intuitive access to purchase offers and products.
Customer purchases
Doubled unique purchases on the site.
User spending
Increased user spending by 40%
User browse time
Tripled user browse time on the site.
Bounce rate
Reduced bounce rate by 33%.
New member sign-ups
Gained 3000 new member sign-ups.
Objectives
To support the Civil Service Sports Council (CSSC) to develop a new digital experience that enabled members to purchase offers and benefits. CSSC is a member’s organisation for the Civil Service and public sector workers and provides many leisure, sport, and consumer benefits to its 160,000 members. We were working alongside Entec Si, who were managing an overall Digital Service Programme for the organisation.
Engaged the organisation to develop requirements for the new site
Managed the tender and appointment process for the site’s developers
Led the management of the build, content production and integrations with CRM and events software
Produced and uploaded copy for 300 pages and 700 membership offers
Provided in-depth CMS and content training for the CSSC team following launch
Solutions
Defining the vision
We began by helping CSSC to develop a detailed set of requirements for the site. To guide and develop the vision, we engaged customers, volunteers and staff using a variety of methods. This process informed a competitive tender process to appoint a website development supplier.
Throughout the project, we managed the relationship between 18a Productions, who developed the website, and CSSC, using a process based on Agile.
Building the site
For each area of the site, we produced mission documents to outline specific technical and user requirements. These informed the development of a custom-built CMS, which included bespoke modular content blocks and intelligent product search. Alongside this we needed to ensure that the site integrated fully with third party ticketing and CRM systems.
Content production
We led on the development and delivery of content across the site. This included positioning work to develop a style guide to articulate tone of voice. We then produced around 300 pages of content for the site, including copy and images. The content upload was a significant task and saw us uploading over 700 national and regional product offers in preparation for launch.
Handing the site to CSSC
As go-live dawned, we supported UAT and the go-live process to ensure all went smoothly. The work didn’t stop there though. We facilitated the handover of the site to the CSSC team. This involved in-depth training on use of CMS and detailed content production training for the Web Team.