A key success metric for the Invest NI Go for it campaign is the total number of website enquiries generated. With ambitious annual targets for enquiries, our task was to maximise the efficiency of the website in its ability to successfully orientate and prompt potential entrepreneurs in Northern Ireland to make an enquiry.
We undertook an in-depth User Experience project to determine how existing landing pages were impacting on conversions and how site architecture could be reengineered to further increase efficiency of the customer journey from visit through to enquiry. This included recommendations around improving page layouts and boosting prominence of enquiry forms. Landing pages were also enhanced for better SEO performance, ensuring organic search more easily reached the appropriate destination, again boosting conversion.
Overall enquiry targets were exceeded by 33% with 52% of enquiries coming through the online form. In addition, on page website behaviour improved following the user experience enhancements. A total of 59,000 page views were gained over the campaign period.