The Agency Online | BSM.co.uk Live Launch

Website re-design and build

Brief

The dramatic increase in learner sales during campaign periods, and a shift towards online sales conversions has meant that the BSM.co.uk site is increasingly becoming the focus for consumers and potential instructors. The BSM website needs to be re-developed in line with recent user experience research findings, with greater emphasis on the retail and e-commerce journey.

Key Insights

80% of BSM’s competition is from independent instructors in the local regions. Using BSM.co.uk as a cold acquisition tool will require heavy SEO integration (search engine optimisation), and using the 97 BSM retail centres presents a good opportunity to do this.

Our Solution

A simple, retail focussed site for consumers that is co-ordinated with the national advertising campaigns and eliminates the need for campaign microsites in the future. In addition the site utilises seperate contact pages for each BSM retail centre, allowing pupils to select the regional promotions that apply, and cross reference the lesson times available with each instructor. The site also includes separate sections for corporate fleet deals and instructors. As a web platform, the site has been built in Drupal, and allows flexibility for additional retail products and offers, including training aids and iPhone applications.

Results

On its launch, the site showed a 19% increase in sales conversions by the second day. Natural search rankings for BSM have increased by region, with results now showing in the majority of local UK searches.