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29/08/2012

Revamp for Forum of Private Business


The Forum of Private Business website has recently undergone a major overhaul.

The main aim of the project was to generate more leads from the general access pages.  Working closely with the client we focussed on the areas of structure, navigation and usability.

In addition to Google Analytics we used specialised mouse tracking software to gain clear insights into how users were interacting with the website.  Based on these findings we provided the Forum of Private Business a direction for the updated site.

The sitemap was re-ordered to make the navigation much more intuitive.

Very obvious calls to action have been included on the homepage which push users to view the benefits of joining.  The join page has been simplified to give the user three options with the benefits for each membership level clearly displayed.

One of the major findings from the mouse tracking software was that the join process was confusing which led to abandonments.   Using best practice methodology we created distinct steps for the join process and enclosed the checkout.

The success of the update will be measured with the continual analysis of website analytics and ultimately the leads that are generated.

Click here to view the website.