An SEO audit revealed the UK site’s rankings had dropped for branded terms like “Milwaukee” due to competition from the English-language European site.

To resolve this, the team used international SEO tactics—updating geotargeting and hreflang tags—to signal that the UK domain should rank in local search. As a result, organic traffic improved significantly.

increase in month on month organic search visibility

increase in month on month website clicks from organic search

Goose Island needed a trusted eCommerce solution for their direct to consumer online store that would provide their customer base with immediate access to their growing product range. They aimed to drive additional brand value and required the flexibility to promote other products such as merchandise and gifts. The Goose Island team was increasingly collaborating with other brands and sought a platform to showcase a range of new and innovative limited edition lines.

Working closely with Goose Island's design team, we developed a mobile optimised experience that not only tells the brand's story but also adheres to its global brand guidelines. This approach ensures a cohesive and engaging online presence that resonates with their diverse customer base.

To maintain compliance with legislation, we introduced an age check solution seamlessly integrated into the website. This ensures that Goose Island meets regulatory requirements while delivering a user-friendly experience for customers.

The new site offers customers the opportunity to explore and purchase the full range of Goose Island products, including unique items like gift sets that are exclusive to their direct-to-consumer channel. This enhances the brand's appeal by offering products that are not readily available through traditional retail channels, thereby increasing customer loyalty and satisfaction.



Goose Island now have a reliable and robust direct to consumer solution that allows them to offer their full range alongside limited edition products whilst supporting strong customer engagement and solidifying brand loyalty.

With the flexibility to collaborate with brand partners and offer limited edition products such as their Cadbury Crème Egg beer, Goose Island have the confidence that their site can cope with traffic spikes caused by product drops.

Goose Island's D2C eCommerce solution

Explore how our eCommerce website solution empowered Goose Island in its direct to consumer journey. Discover how we helped them expand their renowned product range, increase engagement and elevate their brand value.

IDHL | Case Study | Web & eCommerce | Goose Island's D2C eCommerce solution

Goose Island

Freeths' takes a modern, client-focused approach to law and they partnered with IDHL to upgrade their platform to reflect this. Our work together modernised the site's design and overall user experience. 

Held back by a bespoke eCommerce platform, Lights4fun needed to replatform to a stable and scalable solution. With global growth ambitions, they need to build foundations that would support them for the long term.

For phase 1: They wanted an elegant and streamlined user experience to showcase their extensive product range.

For phase 2: Lights4fun wanted to streamline their approach across their UK and US websites, and we collaborated to find a world-class solution.

Our primary challenge was to merge their separate codebases into a unified system. Additionally, we needed to standardise navigation and templates across both sites to achieve a cohesive design update. Given the distinct differences between the UK and US websites, our task was to identify and incorporate key design elements into a unified master template.

To achieve our goal for Phase 1, we delivered an enhanced store design that guides customers through a smooth shopping journey.

We leveraged inspiring lifestyle imagery to help customers select the best products for their homes. We presented product and delivery information clearly alongside user reviews and related products to enhance the shopping experience.

We integrated the Shopify Plus store with Light4Fun’s ERP, NetSuite, to ensure product, customer, and order information can be securely exchanged between platforms.

We launched international and B2B stores, allowing Light4Fun to fully embrace growth opportunities across all sales channels.

For phase 2, we suggested performing user testing on both sites to see how users interacted with the UK and US websites. Understanding which areas of their sites worked and which didn’t was vital so we could assess how to merge the two layouts.

Remote tree testing was used to test navigation on site and how easily participants could find products/ pages. 10 questions were written and each task had all of the navigation options available but ‘correct’ and ‘incorrect’ were assigned to answers to give a percentage of correct usage

We used a form of user research called user testing where we recruit participants to perform a number of tasks and answer questions about the content and usability of the website. This helped us form the framework of which areas of the site the users preferred on which sites and why.

From the user testing research, we then designed a new product page which incorporated all the best elements of the two sites into one page. First-click testing was then used to see if testers could find key elements on the newly designed page.

First-click testing allowed us to see what tweaks could be made to increase visibility and functionality.

Testers liked some elements of both sites so our solution was to blend these together and create a design that utilised the best of both worlds. We retested the new design to ensure users could find all the key elements on the page.

The final result saw the creation of a product page that Lights4fun were happy to proceed with, confident that it will perform due to the extensive testing we ran on both the current and new designs.

As Lights4fun continues to scale, our ongoing support services allow us to support the team in achieving their full potential on Shopify Plus.

Empowering growth for Lights4fun

Facing limitations with their bespoke eCommerce platform, Lights4fun sought to replatform for improved stability and scalability. They required Shopify expertise and support from eCommerce specialists to achieve their global growth ambitions. Enter IDHL. Discover how we fulfilled Lights4fun's requirements and continue to support their ambitions today.

IDHL | Case Study | Web & eCommerce | Empowering growth for Lights4fun

Lights4fun

With bold expansion goals, Bazaar Group have gone global. Securing investment in 2021, their target was the European furniture market. By establishing a manufacturing and distribution hub in Hamburg in 2022, Bazaar was poised for action.

Working with a third-party branding company, they set sail producing a new brand targeting a European audience. A plan was now in place and all that was left was to create a website to support their new journey.

IDHL has been Bazaar’s tech partner of choice for the past three years, so when this latest venture was announced, we knew we had what it takes to help them succeed. Thanks to our delivery of their previous sites and in-depth knowledge of their brand, Bazaar recognised we were the right agency to take their new brand, Mallo and its range of product brands including Icon and Veeva, international…

Leading the way in "feel-good" furniture, Mallo offers a distinctive collection of designed and crafted soft seating products. Elevating any home or garden space, their products serve as social conversation starters.

Our goal was simple: create a site that would accurately reflect Mallo’s identity and ethos, while showcasing that all-important feel-good factor.

In collaboration with Bazaar and their branding company, we initiated an in-depth discovery process in March 2023. With a comprehensive brief and new brand assets in hand, we embarked on developing a website for their latest venture: Mallo. With their great value proposition and a meticulously-crafted blueprint, we were well-equipped to create a site ready for success.

Throughout our discovery we included several key experts from Pinpoint including our Director of eCommerce strategy, ensuring we were providing the relevant expertise every step of the way. During this process, we ran extensive UX research and workshops. Targeting a new audience in different countries meant that understanding their user expectations and how people might interact with a website differently was vital.

From the get-go, we removed assumptions from the table and used the discovery period to delve into what a European market wants and needs from a website. As a new foray for the team, Bazaar were entering the market as newbies in the space. This meant incorporating trust signals and creating brand awareness was key in the design phase.

In our discovery process, we ran multiple tests and services, including:

 – As a starting point for the new sites design direction we explored and discussed the visual design ideas the business admired whilst leveraging the new Mallo brand guidelines.

 – Interviews were conducted with the senior management team at Bean Bag Bazaar to understand what was driving the project, what the goals were for the project and what success looked like to them. It was important to connect with the senior management team to understand the strategy behind the sites and focus the team on the success criteria.

 – Drawing on our experience with international markets and completing desk research, it was vital for us to recognise the nuances of the German and French markets. Understanding the target consumer audiences, identifying challenges, and getting familiar with the competitors was imperative. We also highlighted areas to boost the chance of success and avoid obvious obstacles.

 – Looking at over 200 individual data points, our eCommerce 360 review allowed us to benchmark the existing UK site against their competitors and inspiration sites. This provided valuable information into the areas to prioritise, providing more of a focus when creating impactful designs for the new sites.

In addition to the challenge of launching two sites for new markets, Bazaar aimed to expand their Icon and Veeva brand product ranges. Our design approach prioritised scalability, ensuring the websites could seamlessly accommodate future product expansions as we began our work.

Upon completing our work, we presented Bazaar’s team with our recommended design and build concepts for their new Mallo sites in Germany and France. With their approval secured, we commenced the frontend builds, seamlessly integrating them with their existing Magento platform and middleware systems.

"IDHL's professional and dedicated team proved to be an invaluable partner in the successful launch of Mallo Home, a new retail brand aimed at penetrating the competitive German and French markets for beanbag and soft seating categories. They provided us with strategic guidance to navigate the challenges of cultural differences and stiff competition, leveraging their expertise in e-commerce optimisation and web development to establish a strong foothold for Mallo Home."

Dan Pinchard, Sales and Marketing Director

Handing over our key findings, the team at Bazaar felt buoyed by what would be possible within their European expansion. Stakeholder interviews helped to bring senior executives closer to the project and provided us at Pinpoint with insights into their expectations and goals. Armed with this information, Bazaar and team Pinpoint both understood what was expected and how to achieve these.

Using the findings from the eCommerce 360, we had a clear vision for the future of their sites and ensured we left space for innovation further down the line.

Peak is one of the most valuable times of year for brands in the eCommerce space, so we needed to launch their EU websites before peak trading began. Completing their design and builds within six months, we went live in time for them to make the most of peak. 

"From website design and optimisation to strategic guidance, Pinpoint demonstrated professionalism and dedication that ensured the smooth execution of our Mallohome.de & Mallohome.fr websites. The tangible results achieved underscore the effectiveness of their web-centric approach. We have confidence in our continued partnership with Pinpoint as we further optimise and expand Mallo's online presence, driving growth and success in the online retail landscape of Germany and France."

Mallo’s seamless expansion into the European market

In this case study, we delve into the collaborative journey between IDHL and Bean Bag Bazaar as they embarked on their ambitious European expansion. Read on to learn how our comprehensive discovery process, in-depth UX research, stakeholder interviews, and extensive eCommerce 360 review helped Mallo establish a strong digital presence in their new European markets.

IDHL | Case Study | Web & eCommerce | Mallo’s seamless expansion into the European market

Mallo

New case study

Established in 1936, N.Peal's reputation for quality and service precedes them, enjoying international demand for their range. With a desire to extend this global reach, they enlisted our website division to create an eCommerce experience that upholds their premium brand proposition.

A Magento 1 website severely affected by bugs provided a lack lustre experience for users. N.Peal needed an expert partner who could refine their site, solve bugs, accelerate global presence, and maintain a website that would continue to reflect their premium products. With a Support Retainer in place, we set to work.

Resolving the influx of bugs hindering the website experience, third-party integrations including enhanced Google Analytics improved user experience to create a seamless buyer journey. Amazon Pay and Sage were also integrated to improve payment services and accountancy syncing.

Expanding N.Peal’s global presence through internationalisation, a Magento multi-store was launched for the UK and US, with Amazon Pay integration enabling native payments in GBP and USD. Positioning their luxury products to a worldwide audience, their in-house team now have the ability to independently control content across multiple regions, easily able to tailor seasonal promotions.

Styling changes have been made to product pages to improve site usability, making features more accessible. Repositioning the size guide has reduced returns, and the blog redesign has created a more enjoyable, engaging user experience.

Facing Magento 1 end-of-life and rising maintenance costs, N.Peal opted to replatform to Shopify Plus for agility, cost efficiency, and scalability. Our collaborative approach ensured seamless data migration from Magento, preserving SEO efforts and previous integrations.

 Reflecting N.Peal’s luxury brand with high-end video content and a custom-built video section.

 Implemented ‘back in stock’ and Wishlist Plus apps, leveraging Shopify Flow for automation.

 Created a new EU site using Rewind app for content replication, supporting geographic targeting with Geo IP detection.

 Showcase the James Bond range and N.Peal’s product history in the films in line with the upcoming launch of the new James Bond film.

"IDHL were fantastic in delivering the assets required for a high profile, time-sensitive launch we had planned. They delivered a new sign up feature, a bespoke, complex landing page and an order file to allow us to manage the fulfilment of the range in a new location. Due to the nature of the collaboration, asset sign off was later than planned but IDHL went above and beyond to deliver on time.”

The successful replatforming to Shopify Plus delivered a cutting-edge user experience that showcases N.Peal’s luxury offerings and enhances customer engagement across US, UK, and EU markets. Ongoing collaboration supports N.Peal’s growth trajectory with Shopify Plus.

Replatforming and redesign for luxury and efficiency

Discover how N.Peal revitalised their online store by replatforming from Magento 1 to Shopify Plus, enhancing user experience, global reach, and operational efficiency. Explore the success of their full redesign, app integrations, and iconic James Bond collection showcase, supported by ongoing collaboration with IDHL for sustained growth.

IDHL | Case Study | Web & eCommerce | Replatforming and Redesign for Luxury and Efficiency

N.Peal

The team at Bazaar were concerned that their users were struggling with the purchase journey and wanted to understand if their suspicions were correct and, if so, what to do about it.

Instead of making changes based on assumptions, we set out to test the purchase journey to uncover what potential barriers users were experiencing on the site. Through UX research, we could pinpoint to the Bazaar team what was hot, and what was not, on their online store.

Through a usability tool, HotJar, we analysed heatmaps of mobile and desktop services’ homepage and category pages. Via session recordings, we could watch real users interacting with the product and basket pages. From the results, we created a high to low priority list of actions for Bean Bag Baazar to implement. 

Using this testing, we were able to gain a number of insights from the heatmaps including the need to redesign the category layout of the homepage in order to push the most relevant content to the top of the page. When on mobile, we found less than 50% of users were reaching their recommended products, which are useful in allowing users to skip a step in their journey and head straight to the product page – meaning time to checkout is accelerated. We also identified areas on the site where users were struggling to perform actions that directly impacted their purchase journey, such as adding to basket, and delved deeper into what was causing these issues.

Usability testing enabled us to home in on areas of Bean Bag Bazaar’s site that would significantly benefit from improvements, uplifting the user experience and, ultimately, aim to boost conversion rates.

Next up on the agenda: discover how users navigate through Bean Bag Bazaar’s website. By understanding what users found easy, or not so easy, to navigate would provide us with a roadmap of improvements we could make. Our aim was to test the search functionality, understand purchasing decisions when buying different types of bean bags and to test the purchase journey, uncovering any potential barriers.

Recruiting 10 target users, we wrote a test script requesting they find specific items on the site, add them to basket and go through the full checkout process. Their screens and voices were recorded as they went through the tasks and we were then able to analyse their responses, focusing on trends or friction points throughout their journey. With generally positive feedback regarding the look and feel of the site, users found Bean Bags Bazaar to have a welcoming, friendly and colourful site – all things that add to the user experience.

However, every single tester struggled to add items to their basket in different ways, showing that there were serious barriers preventing conversions. With this information in hand, we were able to suggest a number of improvements to alleviate the problem. While the focus of the usability review was to find ‘add to basket improvements’ we found a number of usability issues across navigation, search and basket touchpoints. These were fed back to the team at Bazaar to make the necessary changes to their site.

Although some areas for improvement were found, there were several areas on the site that users had extremely positive feedback for, such as overall search functionality and the look and feel of the site itself. These tests allowed us to show Bean Bag Bazaar what parts of their site could use a refresh and what parts were already cream of the crop.

Optimising the user purchase journey

Read how we improved Bean Bag Bazaar's user experience and conversion rates through detailed UX research and usability testing. Learn about the insights gained from heatmaps and session recordings, leading to targeted improvements in navigation, search functionality, and the purchase journey.

IDHL | Case Study | Web & eCommerce | Optimising the User Purchase Journey for Bean Bag Bazaar

Bean Bag Bazaar

With over 30,000 members across 115 countries, IStrutE are internationally recognised for supporting, protecting and upholding professional standards within the structural engineering industry.

A rebuild was needed to enhance website functionality, bringing their eCommerce store to the new platform and consider brand continuity. IStructE were looking for an experienced Kentico partner with credible experience in the membership sector and as a MemberWise recognised supplier, we fit the bill.

Building a futureproofed, responsive and accessible website was the main goal. IStructE aspire to make their new site the main channel of engagement for their young, technically savvy and global members. Working towards a Minimum Viable Product (MVP) with tight timescales, the business wanted to work to an ‘agile’ method with their chosen partner.

Prior to the project beginning, IStructE had conducted user research which considered their target audiences, user journeys, key tasks and site map. Experts in building on Kentico, our role was to interpret, validate and apply these outputs as part of the rebuild with an emphasis on UX. Functionality enhancements needed to form part of the MVP with improvements to search, extensive CRM integration and the addition of an eCommerce store to Kentico all key objectives.

Maintaining business continuity was also a primary consideration. We needed to deliver a site for IStructE which included smart solutions, is easy to update, and would continue to provide a suitable platform for at least the next five years. 

Following a successful first project phase, the MVP launch would be just the start of our partnership with an already established roadmap of future developments to deliver.

Futureproofing the website was an important consideration of the project. During IStructE’s CRM integration, we decoupled existing integrations using entity models from Kentico Integration Bus to create a long-lasting result. Rather than reworking the whole integration, a “plug-in” approach was used. This process allows for future business scalability if the CRM is updated or replaced in the future.

As IStructE possessed a vast digital estate, a code review of the existing implementation helped assess the opportunities to re-use code and migrate existing content. Our development team were able to look “under the hood” giving us more insight into future requirements. As the existing site was built in Kentico, we were able to repurpose complex components into the new centrally managed website allowing for seamless transfer of data between both systems.

Utilising Kentico’s vast feature offering, we were able to strategically reuse elements of IStructE’s existing installation which helped us deliver within the tight deadline. This included integrations, eCommerce and widgets. Using Kentico’s out-of-the-box eCommerce functionality, we were able to achieve this objective as part of the MVP. This makes the management of the store much easier for the web team moving forward. Additionally, Custom Smart Search indexes were written using Kentico’s framework allowing end-users to easily search with various filters for resources and events, providing users with a positive online experience.

Launching the MVP was just the start, with further phases of development completed since the initial launch. Continuing to work with IStructE on a retainer basis, we set to work fulfilling an established roadmap of things that didn’t fit within the MVP build due to timescales and budget availability.

Since the first phase, work has spanned several medium to large-sized projects. The first of which was the completion and go-live of student, graduate and chartered application forms which had formed later sprints as part of the agile approach. Other projects have involved improvements to their eCommerce functionality as well as work on their GDPR consent management alongside enhancements to search functionality. Evolving alongside their business requirements, a new section focused on expert witnesses has also been added.

Ensuring optimum site performance, we upgraded their Kentico version allowing IStructE to benefit from the latest technology as well as supported audits of other third-party systems to understand if and how they can be incorporated.

The largest of the projects since the original launch has been supporting the integration with their new CRM, Dynamics. Involved in the review process, IStructE requested our expertise in whittling down providers and we supported them on calls with the shortlisted choice. It was important to IStructE that we were able to work with the CRM provider which showed commitment to a long-term partnership.

Having built the new site in preparation for a new CRM at a later date, the foresight taken in our approach paid off. The fact the system was decoupled made it easier and less costly for this work to be implemented and Dynamics was successfully integrated following a smooth CRM migration.

Working together for many years now, the partnership we’ve developed is an open and transparent relationship build on trust to deliver each phase of their project successfully. Our work continues with IStructE on an ongoing retainer basis which future plans in the pipeline.

The migration was successful and organic traffic was up 3.40%

Direct sales from IStructE's flagship publication (The Structural Engineer) increased revenue by 31%, and sales quantities by 242%

General commercial sales increased both in revenue (57%) and in quantity (38%)

There was a significant increase in engagement with IStructE's regional groups

"The newly launched website, built in Kentico, offers us a more robust and modern infrastructure, mobile-friendly and designed in a new brand. Kentico has given us the opportunity to greatly improve search functionality, automate key members’ processes and integrate the Institution’s portfolio of products and services into one eCommerce solution."

Silvia Pilotto, Digital & Data Director, IStrutE

Building IStructE's website for the future

IDHL partnered with IStructE to create a futureproof, responsive website on Kentico, enhancing UX, CRM integration, and eCommerce functionality. Our agile approach and in-depth understanding of IStructE’s needs led to improved content management, better user experience, and increased member engagement and sales.

IDHL | Case Study | Web & eCommerce | Building IStructE's website for the future

The Institution of Structural Engineers

Built-in 2005, RGS-IBG’s site did not encapsulate their impactful work resulting in a CMS which lacked flexibility to support the breadth of their activities. We had the challenge of transforming their online presence. An abundance of compelling and relevant content was lost behind a complex navigation, while an intermittent CRM integration hindered UI, causing users to be negatively impacted. Due to its age, the extent to which the site could be changed had become increasingly limiting. The need to resolve these problems was made all the more urgent as their peak period for membership renewals loomed. RGS-IBG was at risk of becoming PCI non-compliant, a critical issue that would prevent them from taking online credit card payments.

Fully immersing ourselves in the Society, we got to know their challenges, their website, their services, and most importantly understand the diverse audience of members, academics, professional geographers and independent travellers. To demonstrate RGS’ value, we delved deep to determine user personas which informed the site design, structure and content.

The previous site featured a complicated navigation system hindering users from accessing the information they needed, we had the challenge of bringing an array of interesting and engaging content to the forefront. Streamlining navigation and simplifying UX, we have enabled users to find the information they are looking for quickly and easily.

Making the move to a Kentico CMS enabled RGS-IBG to take back control of their site, allowing them to share relevant content tailored to their audience’s persona requirements. A key factor in achieving this was regaining manageability. Kentico’s flexibility allowed us to maximise Content Management capabilities bringing valuable content and resources to the forefront while enabling content editors to easily update and manage the website. The familiarity of formatting features within Kentico meant that administrators didn’t need specialist skills, while Kentico CMS Standard Workflow provided the ability to define user roles for editing and publishing along with clear workflows and approval processes. Throughout these workflow processes, users can view the status of all documents, while content administrators can see the full document history.

Working closely with their software provider, we ensured seamless integration with OpenEngage CRM (Integra), introducing new and engaging functionality. RGS-IBG’s users can now easily register as a member, renew their membership, book events, update their profile, and safely and securely process payments and donations online.

Contemporary and visually appealing, RGS’s new website encapsulates the very spirit of the organisation and the breadth of their work. Through clearer branding and navigation, useful resources have been brought to the forefront and RGS’ value has been clarified. With PCI compliance resolved and seamless integrations in place, RGS now have a scalable website that will accelerate achieving objectives, supporting user interaction and encouraging growth.

371,700

617,000

2 million

"Kentico's ease of use has enabled our staff across the organisation to be more involved in the content creation process and has given them the confidence to take ownership of pages without requiring in-depth HTML knowledge or specialist technical skills."

Caitlin Watson, Head of Public Engagement and Communication, The Royal Geographical Society

Building an online home for geographers

Discover how IDHL transformed RGS outdated website, enhancing user experience, content manageability, and lead management with a flexible Kentico CMS. Our strategic redesign resolved PCI compliance issues, simplified navigation, and integrated seamlessly with OpenEngage CRM, showcasing the Society's impactful work and supporting member engagement and growth.

IDHL | Case Study | Web & eCommerce | Building An Online Home For Geographers

The Royal Geographical Society

With ambitious land procurement targets in place to support their growth strategy, a new website was needed to reposition Peabody from the ‘go-to’ Shared Ownership provider to a mixed tenure developer offering Outright Sale. Add in the complication of dual-CRM integration, plus an extensive featured list of support services; we had quite the task on our hands!

Changes to government policy mean Peabody now have an increased reliance on outright sales. As a result, they needed to build an open-source CMS solution that would increase traffic from investors and those looking to buy homes for outright sale.

Peabody aspire to be placed among established competitors, positioning themselves as a mixed tenure and experienced property developer. However, extensive customer research highlighted issues around their existing buyer journey and general confusion over the Shared Ownership product. CRM integration rarely exists without complexity and in the case of Peabody, there were two to integrate with. A website was needed that would elevate Peabody’s brand identity and product offering, showcasing their distinct product subsections and developments.

Flexibility, customisation and retaining the use of an open-source CMS were central to the build. By replatforming to Umbraco 7, content management was simplified with the drag and drop functionality allowing for adaptable layouts across multiple devices. To act on increased traffic, dual CRM integration was implemented improving data management and lead efficiency to fuel faster, well-informed follow-up alongside a streamlined user interface.

In-depth workshops explored branding, personas and detailed user journeys, resulting in an informed site design with significant consideration to UX. Writing back user data including registrations of interest, applications and user-managed profile fields allows for efficient lead management and reduced admin.

An ingenious grid-based microsite builder seamlessly creates development sub-sites quickly for cross device display. Peabody no longer need to rely on third parties to build the simple sites, producing notable cost and time saving efficiencies. Showcasing gallery images, plot prices, locations, local points of interest and supporting downloads, all data is pulled direct from the CRM system for easy management.

Investigating property options and making the application process easier, the new site can better support the user experience. Eligibility and Mortgage calculators can be found in appropriate site locations. Built using complex decision trees, these tools not only assist users, they generate pre-qualified leads for conversion too.

After the launch, Peabody's website experienced significant enhancements across several key areas. The user experience was notably improved, providing smoother navigation and more intuitive interaction paths for visitors. Content manageability was streamlined, allowing easier updates and additions across the site. Customisation capabilities were enhanced, enabling Peabody to tailor content and layouts more precisely to meet user needs and business objectives. 

Additionally, lead management saw marked improvements, with more efficient processes in place for capturing, nurturing, and converting leads generated through the website. 

These enhancements collectively contributed to a more robust and effective online presence for Peabody, supporting their goals of engaging users and driving conversions.

"IDHL have been a pleasure to work with. They conducted insightful and engaging user experience and brand workshops at the infancy of our web project that really helped to ensure we were progressing on the right path throughout our project. NetConstruct have a great project management team that have helped keep us on track and have so far produced a site that not only works, but also looks great."

David Slade, Sales and Marketing, Peabody

Elevating brand presence with a customisable CMS

IDHL | Case Study | Web & eCommerce | Elevating Brand Presence With A Customisable CMS

Peabody

PACEY work closely with practitioners to ensure they continuously deliver high-quality services, which heavily involves their website. Partnering with us eight years ago, the team lean on us for support with driving their website forward, enabling them to continuously improve the experience for both new and existing members.

With an existing Kentico implementation in place and a long-standing relationship with IDHL, we work closely with PACEY’s internal development team, making incremental improvements to their website to form the solution they need.

In 2020, the team were looking at taking on a huge project to completely rebuild their CRM and connect it to their website. Exploring their options, PACEY considered moving away from Kentico to a different CMS. Not wanting to make the move unless absolutely necessary, PACEY came to us for advice. Combining our extensive knowledge of Kentico and PACEY’s business and objectives, we explored the risks and determined whether the platform could deliver what PACEY needed.

After having in-depth discussions with us and thinking it over, PACEY decided staying with Kentico was the best solution. The next thing they needed help with was the CRM migration itself.

Significant discovery work that touched all business departments was needed to understand PACEY’s requirements and audience. This helped us to determine a robust project scope. We also built a relationship with PACEY’s new CRM provider, working alongside them to ensure the CRM requirements aligned with how the website should work.

In tandem with the migration project, PACEY wanted us to rebuild their join and renew journey within the site. Increasing member acquisition and retention were key project objectives, requiring a new design and an enhanced user journey.

PACEY wanted to entice existing customers to renew their membership and also encourage new registrations. The discovery phase of the project was key to achieving this. As part of our solution, we conducted user research, stakeholder interviews and a UX workshop and then created multiple user personas. Our findings helped us to understand how we could improve the join and renew journey, producing a new visual direction for the registration process.

PACEY’s renewal journey is now a multistep checkout process where the user answers a series of questions. Based on their answers, the site automatically displays the best membership option for them. The new streamlined process and enhanced user experience help to save time and reduce complexity, improving member satisfaction.

Through considered research, design and development, we delivered a better registration experience for PACEY’s members. Since the new join and renew journey went live, finer details and new features have been rolled out based on user feedback. We continue to work iteratively and in close partnership partner with PACEY, exploring other areas for improvement and ensuring the business goes from strength to strength.

Elevating PACEY’s join & renew journeys for their members

Discover how IDHL partnered with PACEY to enhance their Kentico website and integrate a new CRM system, optimising member registration and renewal journeys. Learn how our collaborative approach improved user experience, increased member acquisition, and streamlined operations for PACEY.

IDHL | Case Study | Web & eCommerce | Elevating PACEY’s join & renew journeys for their members

PACEY

As well as offering members the opportunity to be part of an international trade mission programme, LCCI provide comprehensive services including hosted B2B events, marketing opportunities, legal and HR advice, alongside access to an exclusive London meeting space. They needed an agency that had experience with the complexities of membership organisations, and as a MemberWise recognised supplier, we were a cut above the rest. Using a collaborative approach, the three project teams - LCCI, their CRM partner and IDHL – used agile methods to drive success.

A new website was needed to showcase LCCI’s extensive offering to potential prospects while also providing portal access for existing members. The principal aim of LCCI is to connect thousands of businesses, resulting in varied membership levels. Due to these tiered levels, each member needs to receive access to different services, something which their portal must be able to cater for.

LCCI required a website that would provide superior customer service while meeting user communication expectations with continuous access. Increasing member acquisition and retention were also key project objectives, requiring personalisation and digital connectivity.

The tiered membership levels posed a challenge, one that we swiftly overcame with LCCI who rolled out a highly customised Microsoft Dynamics CRM in parallel to the Kentico build. The new CRM streamlined the membership management process which includes organisations, contacts, events, payments and transactions. This helped reduce complexity, saving time and improving member satisfaction.

Kentico EMS (Enterprise Marketing Solution) attributes were implemented, enabling the client to leverage personalisation features and effectively manage the complex membership programme. LCCI can now tailor communications for each membership level while regularly sending relevant marketing emails. Changing the way they target, segment and communicate aimed to improve member acquisition and retention.

Key to project success was close collaboration between our team, LCCI and their CRM partner. When working on complex integration projects, we understand the importance of a group working as a single unit. Our experience managing multiple stakeholders from different organisations ensured we were driving efficiencies where possible.

The ability to manage membership details as well as payments and transactions through Kentico’s Registration and Membership capabilities has reduced the complexities LCCI face in keeping on top of their membership programme. As a result, LCCI can save valuable time, reduce errors and improve overall member satisfaction through a streamlined process. We continue to work iteratively and in close partnership with the LCCI team, following a programme of active development. UX and creative improvements occur on a monthly basis with this partnership being a great example of how we push clients post launch to ensure they always get the most from their website investment.

250%

increase in online membership applications

200%

increase in page views and time spent on site

350%

increase in social engagement, attributed to the homepage twitter feed

"The introduction of Kentico EMS has enabled the LCCI to streamline each member experience. The Chamber’s services are now effectively made available, offering clearer branding and navigation, bringing clarity to LCCI’s proposition to support the recruitment of new members."

Kevin Ma, Director of Marketing, London Chamber of Commerce

Connecting members through a tailored UX

Learn how IDHL transformed the London Chamber of Commerce and Industry's (LCCI) digital presence with a custom Kentico website and integrated Microsoft Dynamics CRM. Streamlining membership management and enhancing personalisation, this solution supports LCCI in improving member acquisition, retention, and overall satisfaction. Explore the results and ongoing developments driving continuous improvement for LCCI's digital ecosystem.

IDHL | Case Study | Web & eCommerce | Connecting Members Through A Tailored UX

London Chamber of Commerce

Sitting within a traditional industry, Groundforce’s website hadn’t played an instrumental role in their success – until now. They sought the help of an experienced agency who could drive their website forward to better meet the needs of their customers today.


With an existing Kentico implementation in place and a long-standing relationship with IDHL, we could make incremental improvements to their website to form the solution they need.

With limited value historically delivered, online was naturally less of a focus for Groundforce and the budget allocated to support their website’s development was limited. However, the business was backed by a driven marketing team who recognised the growing online opportunity. 

Without a large budget for a full rebuild available, Groundforce needed their website to be improved incrementally. This would allow them to prove the value of each improvement before gaining further budget to take the next steps. An existing Kentico implementation was in place that was nearly 10 years old, providing a starting point for us to work from through a retainer plan.

Having worked with Groundforce on an ongoing basis, we were familiar with their digital estate. As part of their retainer, we can ensure they stay up to date with the latest version and benefits that Kentico has to offer. Originally UK only, we have previously added three more cultures to the site including French, German and Irish, making iterative enhancements along the way.

One of the primary considerations of the project was improving performance. To tackle this issue, we went through a process of rebuilding and bettering specific user journeys. We also installed Cloudinary to optimise onsite images and improve overall performance.

With multiple functionality changes having been implemented, users can now efficiently manage their needs online such as extending the duration of equipment hire or arranging early collection. To further improve the hiring and purchasing experience, we also made changes to the way product pages are filtered allowing users to reach the solutions they need with ease.

In line with this, YourSolution was implemented, a pilot piece where people can hire equipment direct from Groundforce allowing them to better manage the end-to-end experience. As part of this process, we built a flowchart that enables users to fill in their requirements before identifying the correct solution. We also integrated with the site with Groundforce's hire management system to provide eCommerce functionality. This means users can select their product before being taken to an appointment selector making their journey as seamless and easy as possible. The next phase of the project will involve us integrating YourSolution with the hire management system.

Document tracking has also been added allowing the internal team to report on what’s being used online. This puts the team in control and provides visibility to key stakeholders on how the site is being used and therefore, the value the feature is adding.

But development improvements weren’t the only consideration. We have also worked collaboratively with Groundforce to provide heavy design input that modernises the look and feel of the website. The existing site design was extremely static, but our ongoing work is introducing the use of components which will provide much more flexibility for the future.

There’s no slowing down from this point. As a long-term partner to Groundforce, our work will continue, allowing us to keep bettering their online offering with plenty of plans in the pipeline. Alongside this, six key templates are launching in the coming months which will modernise the design and provide back-end improvements too. React, a more up-to-date UI framework, is also being introduced which will help better performance. A large piece of upcoming work will involve introducing Groundforce’s new CRM. During this phase, we plan to support the integration of their website with the CRM.

Making incremental improvements to Groundforce’s website

Explore how IDHL transformed Groundforce's online presence through strategic, incremental improvements to overcome budget constraints. From enhancing user journeys and performance optimisations to introducing innovative features like YourSolution and document tracking, discover the evolution of their Kentico-based site.

IDHL | Case Study | Web & eCommerce | Making Incremental Improvements to Groundforce’s Website

Groundforce

The objective was clear: enhance the online presence and rankings of leading automotive brands 'Peugeot', 'Citroen', and 'DS'. IDHL initiated a strategic SEO campaign aimed at achieving ambitious targets. 

Our approach focussed on increasing the average ranking of tracked phrases, expanding keyword coverage to over 10,000 phrases, and maintaining an average rank of 30 or below across targeted keywords. Additionally, our goal was to secure 450 keyword phrases in the top 3 positions while driving year-over-year organic traffic growth.

Our holistic, long-term SEO strategy hit many of the KPIs within just 6 months and covered:

The new website lacked authority, recognition and an online presence. A hands-on approach to checks, changes and mapping following our 25-point checklist mitigated risks, resulting in a smooth transition and an almost immediate improvement in both traffic and rankings.

Aligned to Stellantis &You UK commercial focus, research and analysis expanding the site’s keyword footprint assessing annual and seasonal demand, ranking and market position. This blended approach increased traffic, built awareness and aimed to generate converting leads.

Segmenting the site into specific categories, our proprietary optimisation tool was used to optimise all onsite element, enhancing website rankings.

Relevant, rich and factually correct landing page content following Google best practice guidelines for onsite content

 Extremely targeted, traditional outreach pushed power to the specific landing pages whilst creative outreach was designed to specifically generate high domain authority links.

“We started working with IDHL as we had a number of distinct challenges ahead of our business. Based on their extensive experience working on similar projects with other clients, IDHL were the obvious choice for Robins and Day and we were confident in their ability to deliver against our objectives.”

Harry Pennington, Marketing Manager, Stellantis &You UK (Previously Robins & Day)

49.8%

65.3%

Holistic SEO strategy achieves KPIs in 6 months

Discover how IDHL's strategic SEO campaign elevated the online presence and rankings of automotive giants 'Peugeot', 'Citroen', and 'DS'. Through meticulous keyword research, site optimisation, and targeted outreach, IDHL achieved impressive results. Explore the comprehensive strategy that propelled Stellantis &You UK towards digital dominance in the competitive automotive market.

IDHL | Case Study | SEO | Holistic SEO Strategy Achieves KPIs In 6 Months

Stellantis &You UK

Targeting B2C, National Accident Helpline's audience includes anyone who has sustained an injury due to someone else’s negligence. Their goal was to secure top rankings in SERPs for key terms and establish themselves as market leaders in their field.

Once they reached the top, they wanted to maintain their leading position for headline terms while pursuing further growth in a highly competitive market. Additionally, they aimed to increase organic traffic, leads, and enquiries. Enter IDHL.

To hit National Accident Helpline’s objectives, we needed a winning strategy. Combining the power of SEO, content and digital PR we were able to design and deploy a strategy that hit every KPI.

A solid organic foundation was required to achieve their organic growth objectives. Supporting them through their website replatforming project, we followed our pre, during and post migration processes to ensure their rankings and traffic did not suffer.

Moving onto technical performance, our 100+ point audit revealed the need for best practice improvements and more optimised site content. Considering various factors which affect ranking signals, we optimised onsite meta data including title tags and descriptions. Ensuring their site was in the best position possible for search engines to find, map and rank their webpages, we then used content to improve their online authority and visibility.

Operating in a Your Money Your Life (YMYL) industry, we knew that in-depth, high quality content highlighting their expertise, authority and trustworthiness was just the ticket. Conducting extensive keyword research, we identified phrases with the highest raking potential. Underpinned by our data-driven insights and Google’s Search Evaluator Guidelines, our in-house content writers crafted SEO optimised content featuring natural links and keywords to increase National Accident Helpline’s industry authority.

Using our exclusive in-house optimisation tools, we improved their onsite content to maximise the website’s ranking potential. Taking this approach ensures the volume and depth of content, the brand’s authority and reputation signals are optimised to help Google return the most relevant search results to the user.

Explore how IDHL empowered National Accident Helpline to maintain their leading market position and achieve incremental gains in a competitive market. Our data-driven approach and adherence to Google's guidelines ensured the creation of authoritative content, boosting domain authority and visibility.

Accelerating growth for ambitious businesses