Inkpen Downie’s primary focus for their website is showcasing the scope and dynamism of their architectural projects from a variety of perspectives.
From a digital point of view the User Experience (UX) was paramount to success was defined by flow through the website, web engagement (time on site, bounce rate), entry and exit pages and also how traffic source affected behaviour. Likewise, conversions were also tracked through calls and enquiries, with the whole process optimised (CRO) by a series of AB tests and updates to the website.
Following the testing phase homepage updates remained as well as delivering new engaging web design across the project pages and a simpler menu structure and navigation.
All changes maintained and increased visitor engagement, increasing the likelihood of a successful conversion.