To attract new subscribers and reestablish growth, The Blizzard required a new e-commerce platform offering readers browser-based access to content and more flexible payment and subscription options.
During the design and planning process, the user journey was very much at the heart of each decision made. We used techniques of behavioural psychology, data mapping and IA to ensure users could easily navigate to and browse articles or specific Blizzard issues, and find other relevant content from the vast amount available.
We proposed a bespoke ecommerce platform and paywall system, using Google’s First Click Free engine, to open content to search engines but limit users to three free articles per month. A radical pivot to the Blizzard’s existing business model, this would encourage users to pay once engaged, to increase sales and revenue.
Organic traffic has increased by 76%, revenue has seen a 57% increase and new subscriptions on the site have doubled. The new platform allows and encourages social sharing of unique content and as a result social media activity has increased massively, with more engagement and discussion around articles and content.
Daykin and Storey’s design talent and knowledge about all that magical, technical stuff that goes on behind-the-scenes with websites is surpassed only by their limitless patience and good nature at dealing with capricious customers such as ourselves. An absolute pleasure to work with, delivering outstanding results
Garreth Cummins, Director
If any element of your digital marketing strategy isn’t working, if you have a business issue and think you may be missing out on a digital solution, or even if you just want to know what is possible, speak to us. The kettle is always on and advice is always free.
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