Leeds digital agency, Bolser, is celebrating after figures show that its digital strategy has helped to place British landmark Battersea Power Station back on the map as one of London’s most exciting new destinations.
Battersea Power Station is one of the biggest regeneration projects in Europe and is becoming one of the hottest new locations to live, work and play in London.
Bolser was commissioned to take their old website to the next level, by transforming it from conveying it a development to a vibrant, desirable living and leisure hub.
Bolser designed and built a new website, integrated with social media, events calendars, e-commerce and home search tools, while still being fully editable using a bespoke CMS, allowing the team at Battersea total control.
The new site and social media channels went live in summer 2017, and Bolser and Battersea teams are celebrating, as statistics and analytics one year on, have shown that this big project to have made a significant impact.
Improvements in design and build have resulted in a 75 per cent increase in direct traffic from launch and total page views are up by 25 per cent – taking the Google Pagespeed Insights score from the red and into the green, scoring 87/100 & 92/100 on mobile and desktop respectively.
To help achieve this Bolser took the previously content heavy site and improved the navigation and therefore the relevance of information served to each audience and ensured they could access this faster giving them a direct route to the content they needed.
The team used their award-winning approach to improve the quality of the site by introducing more interaction and bringing the development to life, creating a live experience of what people can expect and the vibe that there is always something going on – demonstrating the energy within this incredible development.
The Bolser team was also responsible for SEO campaign activity to increase brand awareness and ultimately drive footfall into Circus West Village. One year on, social media statistics show an impressive 103% Year on Year (YoY) increase in social media followers across all social channels and specifically a 161 per cent YoY increase in Facebook followers.
The social media plan aimed to drive web traffic, social media interactions to create engagement and positive sentiment and campaign landing pages supported specific promotions, with tracking and robust analytics across all to enable the client to evolve the campaign over time. Social was also used to drive traffic to landing pages for overseas markets – especially the Chinese and Middle East.
Bolser added integration of e-commerce to connect to the ticketing system and connected the property database to Salesforce, to enable the team to follow up leads efficiently – working alongside Battersea to support business processes. The website has been used to support sales for events they have run – such as The London Seafood Festival, for which tickets were sold via the website and 24,000 people visited the area – a huge success for Battersea.
MD of the Bolser Agency, Ashley Bolser, said: “We are delighted to have worked on this incredible revival project to help put a British landmark that has been out of use for many years back on the map.
“My Yorkshire pride was overflowing as our digital agency in Leeds was approached to be a part of Battersea Power Station’s regeneration – a prestigious global property development project – but then again, Leeds is proving itself to be the global centre for digital excellence!”
Nicole Ocansey, digital marketing manager at Battersea Power Station, said: “For this project we needed a team that we knew had experience working with global clients and who we could trust to bring insight and strategy for our digital activity.
“Bolser’s expertise and passion really fits our brand, and their knowledge of UI and UX was exactly what we needed to tap into, as their research into user journeys and creating positive customer experiences has all been invaluable. However the joy for us is working with friendly, approachable, adaptable people, who really integrate into our team. We have a great relationship which has and continues to produce fantastic results.”