Birmingham's Symphony Hall is one of the world's best concert halls, alongside civic and cultural landmark, the Town Hall. Its joint website had grown to more than 150 pages, with confusing navigation that displayed poorly on mobile. Gunning Marketing reduced and restructured the site map, refining the website to optimise the user journey and boost conversion rates.
Both are operated by charity Performances Birmingham, with a joint website. However – standing at over 150 web pages – the site was vast and complex. While visitors were able to book tickets, the navigation was complicating the user journey and there was a substantial overlap in content.
What’s more, the main navigation bar and multiple drop-down menu options meant that the site didn’t display well on shorter-length screens, including tablets and mobile devices.
Town Hall Symphony Hall needed to clarify the structure of its website and refine its site map to optimise the user journey and boost conversion rates. To achieve this, we recommended reducing the number of pages and structuring the user journey around the various target groups, making it easy for visitors to the site to find their next step quickly and seamlessly.
Liaising closely with the marketing director, web developers and key stakeholders – and leveraging their research into brand identity and the website look and feel – we reviewed what worked well with the current site and where changes were needed. To define the user journey effectively, we segmented the audience to ensure they were able to achieve their individual goals.
As a result, not only were we able to recommend a revised site map with a dramatically reduced number of pages. We were also able to rationalise the content, eliminating duplication and providing clearer calls to action.
The revised Town Hall Symphony Hall website reflects its status in the community as a flourishing centre of culture.
We reduced the number of web pages on the site by two-thirds, from 155 to 48. What’s more, by clarifying the user journey and centralising content, we’ve made it easy for visitors to navigate the site and achieve their goals.
Gunning Marketing is exceptionally easy to work with. Their approach is efficient, intelligent and highly organised. They approach everything with pragmatism and creativity and a strong sense of the most valuable approach to the project on hand. A joy to work with on detailed and complex projects.
