Building Battersea: The online evolution of an iconic brand
Since we built the website for the iconic Battersea Power Station development in 2017, we have been an integral part of the Battersea team, tasked with ensuring that the digital presence reflects progress both with the development itself and with other events at what has become one of London’s most exciting destinations.
increase in traffic to contact pages
increase in form completions
Google page speed index
Meeting evolving commercial priorities
Over the years the commercial priorities continue to evolve. The key initial focus was to deliver a website that reflected the immense scale and ground-breaking quality of the development. New objectives have been introduced over time, including meeting the needs of a growing audience that includes homebuyers, commercial tenants, shoppers, and people wanting to attend one of the fabulous events hosted on the development.
Rolling programme of enhancements
Since building the website in 2017, working closely with the team at Battersea, we have planned and delivered a customisable CMS and a rolling programme of enhancements including:
- Using journey mapping to improve navigation so different audiences can access content relevant to their specific needs within a few clicks
- Enabling the team at Battersea to make changes in the moment for an ‘always-on’ user experience
- Seamlessly integrating with social media, events calendars, e-commerce and content filters to showcase the various aspects of the development: including residential sales, commercial leasing, retail, leisure and events
- Introducing more interaction, bringing the development to life by showcasing the live experience of what visitors can expect and the energy of this incredible development
- Delivering a design refresh to reflect updated brand guidelines
- Improving page speed performance to deliver a better user experience
- Analytics to identify and prioritise additional improvement opportunities.
Faster website, improved conversions
The latest round of changes focused on improvements in user-led design and performance and resulted in a 80% increase in visitors who navigated to the contacts page. Once on the contacts page, the number of visitors making enquiries via the contact form increased by 22%. Google Pagespeed Insights score leapt to 87/100 for mobile and 97/100 for desktop.