Welsh Athletics.

13%

reduction in bounce rate

17%

increase in pages per session

4%

increase in average session duration

Background.

Welsh Athletics is the official governing body for athletics in Wales. With over 9,000 registered athletes, and more than 95 active clubs, it aims to shape a new future for athletics development and achievement. As part of this future, the organisation needed a new website offering bilingual functionality and personalised content.

“WebBox took a consultative approach that meant our new website is so much more than a great looking site. It does everything our various user groups need it to, and it will be a core part of our engagement strategy going forward. We are delighted with the results and were really impressed with the process WebBox used to get under the skin of our brief and deliver a fantastic site. The team have been excellent to work with and shown real interest in our work and a genuine desire to help us sell our sport through our brand.”

Rob SageCommunications & Marketing Manager

Solution.

It was important that the website connected with Welsh Athletics’ numerous and varying audiences, so we organised bespoke focus groups with staff, senior management, athletes, clubs, coaches and parents. This deep insight gathering enabled us to develop sketches, sitemap and wireframes that matched user needs and expectations.

We then designed and developed a fully responsive and bilingual website that enables the user to personalise their experience, displaying content relevant to them. The CMS allows a range of users from the organisation to create, edit and submit content for approval, which allows the organisation to fully manage its content approval process.

As part of the project, we also revised the organisation’s logo, ensured it was trademarked and developed full brand guidelines. The new site includes an area with these downloadable brand assets to access for promotions at club level.

We also built the site to enable its future development, by having a clear understanding of the development necessary for upcoming phases.

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Results.

Stats from May 2019 compared with May 2018:

  • Bounce Rate decreased by 13%
  • Increase in pages per session by 17%
  • Increase in average session duration by 4%.

Returning Users:

  • Bounce Rate decreased by 8%
  • Increase in pages per session by 14%
  • Session Duration increased by 4%.