At the end of 2013, Live Active Leisure selected After Digital via a competitive tender to develop a first-class digital strategy and fully responsive website that engrained a new lease of life into the brand.
TRAFFIC from mobile devices
INCREASE in pageviews by site visitors
INCREASE in time spent engaging with key content areas
The in-depth digital strategy and digital marketing process began with a content audit, keyword and competitor research identifying key performance benchmarks and opportunities for future market growth for Live Active Leisure. The company's new branding was evaluated in line with organisational objectives and translated into the digital space.
The next stages involved a social media audit and implementation of a new in-depth strategy, as well as support with the company's ECRM optimisation and email marketing.
The results of this initial research and content audit were then utilised by After Digital's content experts in developing a content strategy to span all Live Active Leisure’s online channels and in developing key user journeys. User journeys and stories helped to map out how a user may interact with the brand in the online space, ensuring all touch points were integrated and communicated the same messages.
Our expert creative team then designed a mobile-first responsive website reflecting the organisation’s dynamic new branding, which incorporates seven new sub-brands that aim to better serve their key consumer demographics.
Created in adherence to Live Active Leisure’s specifications and high standards, the website includes a host of bespoke functionality, such as a scrolling banner to make it easier for Live Active Leisure customers to keep track of events in their local venue, a membership calculator allowing users to calculate the correct membership for them (as well as the savings they can make), and a sophisticated search function, allowing users to search by venue, area and/or activity.
The new site has encouraged a better user experience across devices, with an increase in traffic from mobile devices of 36% compared to last year, and considerable increases in both the number of pages visited (20%) and the amount of time spent in key content areas (11%).
“The new responsive site has had a great reception from our customers so far and we can see that visitor figures have improved through our analytics reports. Mobile usage is now sitting higher than our desktop figures showing just how crucial getting the right design for the mobile platform was for the site development. After Digital’s project management has been key to delivering on our objectives and we look forward to continuing working with them on ways to further improve our visitor’s web experience.”
Live Active Leisure