Interview with Anna Rivers, Marketing Manager
Websites are a mandatory aspect of most businesses, but the ‘Most Innovative Use of a Website’ award at memcom last month celebrated those websites that go one step further, showcasing the most inspirational websites in the membership sector. Congratulations again to this year’s winner: Business Continuity Institute!
Within the first month of launching thebci.org, engagement rates on the site increased dramatically, with some even doubling the statistics the BCI had previously seen from the old website. Furthermore, internally the BCI has seen the adoption of the easier-to-use content management system across the organisation, allowing multiple members of staff to contribute to keeping the site newsworthy, current and relevant to their audience.
Consolidating multiple, previously dispersed domains to point to thebci.org and providing persona-based navigation straight from the homepage has improved usability and engagement with content on the website. Since going live in October 2017, the BCI has seen over 80% of web accounts created by non-members, thanks to the more accessible look and feel of the website.
“Winning the Most Innovative Use of a Website award has raised the profile of the Business Continuity Institute amongst other membership organisations and demonstrated our commitment to delivering a personalised user experience that focuses on providing the tools and expertise our community needs to overcome the challenges faced by the resilience profession and succeed within their individual roles.” Natalie Turner, Marketing Manager, BCI
Following their big win, we caught up with Natalie Turner, Marketing Manager, last week about the key changes made to the BCI website – read on for some top tips and inspiration…
Could you talk us through some of the key changes that were made to make the new BCI website more user-friendly?
The website has been redesigned with a cleaner, more slim-lined look and feel. Part of the migration process involved culling irrelevant or outdated content to make more engaging content easier for users to find. Any registered website user (members & non-members) can now login to their personal user dashboard which contains bespoke content and suggestions relevant to their interests and career progression.
Regionalised content is also served up according to IP address and/or participation in our community groups. The new content management system (CMS) allows us to manage most of the website content in-house, allowing our team to be agile and reactive to suggestions from our users.
How important was usability testing within your community in the website design process?
The website project was born out of the revelation that the old website wasn’t serving the needs of the resilience community. Therefore, it seemed essential to build the feedback of our community into the new website design. In particular, we wanted to engage the less active members of our community to ensure that the new website worked for everyone. This led to some vital findings that we incorporated into the new website, such as the need for resources to be easily shareable so consultants or resilience professionals working within SMEs are able to raise awareness and gain buy-in from non-BC colleagues.
Can you talk us through the regionalised content on your website and how it is achieved?
Regionalised content is served up to users based on conditions that can be set by us via the CMS. We can utilise powerful data from the website’s integration with the CRM to serve up bespoke content to users based on their region, interests, industry and even what communities they’re part of or the resources they have accessed. This allows the BCI to truly be a global membership organization, ensuring that all our communities feel included and have the tools to be able to contribute to and grow their chapter.
How does the personalised dashboard work and what are the benefits to members?
The dashboard allows users to take control of the way they interact with the BCI, offering them the ability to opt-in/out of receiving communications regarding different topics, as well as managing their public profile within the Community Directory. They can then view the latest, relevant content according to their preferences, membership grade and location within their dashboard.
Members can also partake in the BCI mentoring programme via the website. Via their dashboard, they can choose whether they’re happy to be contacted as a mentor/mentee and send messages via the website so all their correspondence is kept in one place.
Your new website offers networking potentials with messaging and forums – do you have any learnings / tips around this?
BCI members can use their dashboard to aid in their career progression, using the CPD log to keep track of CPD activities and write down personal reflections. Reading resources included in the CPD programme on the website will automatically update their log.
A key objective of the new website was to make it easy for students and practitioners entering the profession at any age to quickly progress. With this in mind, we have plenty of ways in which newer resilience professionals can benefit from the knowledge and experience of more senior professionals.
The Community Directory and mentoring scheme makes it simple for members to contact each other, network and knowledge share. Community groups also provide a space for BC practitioners within the same region to collaborate and discuss challenges specific to their locale.
80% of new web accounts created after launch belong to non-members – can you talk us through the benefits of this?
One of the main objectives for the launch was to make the new website feel more accessible whether you’re a member of the BCI or part of the resilience community. The old website had a member portal but if you were not a member of the BCI there was little content available to you.
This high uptake of non-member web registrations is the result of equal effort being put into providing personalised, high quality content for both members and non-members. We hope this demonstrates not only our ambition to collaborate further with other disciplines in the wider organizational resilience profession, but also the ways in which the BCI is dedicated to assisting the entire community to succeed in their individual roles.
The user journeys on the website have also been designed to help nurture users at any point in their career to continue progressing and equip them with the necessary tools to make their organization more resilient.