Established in 1969, Manchester based Morson International broke onto the scene as a family-run, specialist technical and engineering recruitment company for the ever growing engineering industry. Despite their long running success, there was a vital need to increase registration through their site and reduce the bounce rate; alongside offering a more cohesive site for their three main subsidiaries; recruitment, human resources and project management.
REDUCTION in total abandonment rate
INCREASE in account registrations
GROWTH in unique users
We were tasked with creating a responsive WordPress site to allow their visitors to easily self-qualify, whilst making a clean and easy route for users to apply to jobs and register with Morson for all job alerts related to each user. Meanwhile, key to success was in increasing registrations to the site and lowering the overall bounce rate.
“We started working with After Digital back in 2015 following an impressive pitch, which showcased their creative and technical ability. We were keen to develop a website that was representative of the quality and personality of our brand and the services we offer to the technical and engineering sectors. It also needed to consolidate two distinct websites into one platform. Constant communication and a close working relationship meant the project ran smoothly and we were able to adapt to deliver the best possible results together. The responsive new website allows us to easily manage content, communicate flexibly with our stakeholders and provide market-leading recruitment services. We're pleased to continue working with the team at After Digital, responding to the ever-changing digital environment.”
- Rebekah Lee, Senior Marketing Coordinator, Morson International
With the previous website lacking responsiveness, Morson was failing to satisfy its mobile audience, as well experiencing an unusually high bounce rate across the board, due to an overly complicated navigation process.
The new website needed to simplify the registration process, allow for self-qualification, present a clear path to applying for jobs, as well as job alerts, and a simple way of managing job applications; becoming a practical tool for the everyday user (with varying levels of digital competency and requirements).
Our UX designers and strategists, worked with Morson to analyse user groups and map out key user journeys from a mobile-first perspective. This informed the design, which was given a fresh look with bold CTA buttons and a prominent job search feature on the homepage, ensuring visitors had a quick, easy and enjoyable way to self-serve and complete actions. Bold imagery is used to communicate key specialisms and attract candidates to the appropriate content, whilst features allow for cross-pollination of content.
Originally Morson Projects and Morson Vital were running on separate sites; in order to achieve the objectives set, our initial action was to merge the sites into one cohesive multi-site WordPress platform, with Broadbean recruitment software integration. The importance of using WordPress for this particular project was to ensure a user-friendly experience for administrators managing the sites, who could clearly define different areas of recruitment for the user, and centrally manage through a single content management system. We created bespoke microsite functionality within the new Morson website allowing them to create new, client branded microsites themselves, as well as delivering jobs relating to the client; offering the additional benefit to their customers of adding information such as ‘about the company’, employee benefits and videos. This solution ensures optimal scalability and flexibility to respond to future user needs.
Launched last year, the website has already driven considerable ROI with key conversions including an increase of 189% in registrations on the site, as well as a 16% growth in unique users and driving abandonment rates down by 35%. But, this is just the beginning. We continue to work with Morson supporting their ongoing development.