The CBI is regarded as the most influential business membership organisation in the UK, representing over 190,000 businesses on key political issues such as Brexit, the growing skills gap and renewing the country’s infrastructure, to name but a few.
As part of a substantial overhaul of their membership proposition, our brief was to develop a new website to better serve their members online and to encourage deeper member engagement and feedback to be used to shape future policy. Previously expert insight was freely available to the public which weakened the value of membership and enhancing the sales journey was also crucial to future commercial success. They needed a partner to delve deeper too, as naturally so much was unclear and undefined around the new proposition.
We needed to appeal to a younger and more digitally enabled audience rising the ranks. An audience that is accustomed to seeking out information at pace, and what with less awareness of the CBI amongst them, they needed a far stronger and clearer online sales journey to highlight the benefits of membership. So, we focused on the architecture of the website and the user experience first and foremost. Both from a member perspective and a sales journey perspective, drawing inspiration from many cause related websites and online membership models. Great interface design was naturally important too, but with such a wealth of insight and information being published online every day by the experts at the CBI, we knew this was a UX challenge and all about providing a solid framework to present content in the most digestible way possible.
We delivered a new, stronger member sales journey and a new members area called MyCBI - a sophisticated content hub for members only, providing all the valuable business insight members might need. The launch of the new website was a great success and has been very well received so far by members and stakeholders alike. The hard work continues as we work to enhance the platform further from month to month. We are studying how members interact with each element of the site through enhanced tracking and we are releasing new features and benefits in an ongoing quest to drive more CBI members online. Watch this space!
They understood our brief completely, and had immediately grasped what we were trying to achieve in terms of the UX challenges. The fact that they can bring in tailored, senior talent as needed to help drive the project forward really added value to the process and we are delighted with the results.Leanne Mckenna Head of Marketing