Equality Commission Case Study
Customer journey process helps the Equality Commission double visits to campaign website
Ingredients
- Audit of the Equality Commission website in terms of content and customer journey.
- Understanding the customer online, their perception of the Equality Commission and engagement with the website.
- Digital marketing recommendations on how they could encourage businesses to engage more closely with them.
Preparation
In order to have a truly customer-centric website, the Equality Commission worked with iON to identify the primary needs of their customers as this would inform the online direction of the project.
Method
1. iON identified the key customer groups as businesses (employers and service providers) and individuals (staff or service users). Based on in-depth customer research, they identified each groups motivations, interests and needs – this information then formed the core tasks they wished to complete online.
2. iON conducted a website review to ensure it reflected both the organisational objectives and needs of the customer and found that the top two pages on the website were the rights of the employer and the rights of the employee. However this was difficult to find as the navigation was ambiguous.
3. Taking into consideration the current website’s structural limitations, iON made website recommendations to Equality Commission, which would answer the core customer questions better and service the digital marketing strategy.
4. The Commission and iON worked together to develop a process for future campaign projects whereby landing pages would be created for new, customer-centric, task-focussed content.
Results
- The Equality Commission used the process devised by iON to successfully execute its Access For All campaign (July-August 2011) which was a small-weight campaign (£30,000) with a mix of television, radio, outdoor advertising, press promotion and outreach events. The campaign team created a landing page, tailored content and created a navigation path reflecting the needs of all users.
- The campaign launch saw unique visits to the campaign landing page on the website double.
- Of those who visited the landing page, 92.5% were people who had not visited the site before.
- Users appeared to successfully identify the navigation path most relevant to them, with 55% seeking business-based information around service provision and 45% seeking information relevant to individual rights.
- The project and customer-journey approach continues to act as a foundation for future web projects undertaken by the Equality Commission
Company Profile
- An independent public body established under the Northern Ireland Act 1998
- The Equality Commission has the vision of Northern Ireland as a shared, integrated and inclusive place, a society where difference is respected and valued, based on equality and fairness for the entire community
- Mission to advance equality, promote equality of opportunity, encourage good relations and challenge discrimination through promotion, advice and enforcement
Vital Statistics
- Following the completion of the project, the Equality Commission successfully executed the Access For All campaign, which saw unique visits to the campaign landing page on the website double.
- The campaign landing page remained the third highest ranking page for visits for the duration of the project.
Personnel
- Niall McKeown, Managing Director
