The voice of Greater Manchester’s tech and digital sector for over 20 years, Manchester Digital needed to innovate when they found themselves with a website that no longer represented the sector they served.
The design of the website no longer reflected the vibrancy and proactive nature of the organisation, and while it contained interesting, insightful content, it wasn’t being showcased to those who would benefit.
The website wasn’t working hard enough to attract and convert new members, and internal resource was overstretched facilitating member admin requests, and trying to shed light on member engagement patterns.
Due to the complexity of the site, the amount of member data, and the historical content, a new website seemed like a mammoth task nobody wanted to tackle.
The new website launch was followed by a dramatic uplift in revenue generated from the website, leading from an increase in both new member sign ups and a decrease in membership lapses.
Members were posting more content to the site, engaging more with their membership benefits, and gained more perceived value from their membership.
The flow into the website for new members was vastly improved, with reduced time spent signing up and inviting other staff onto the platform, resulting in an increase in additional staff members utilising member benefits.
For Manchester Digital, the new website provided improved business intelligence and the ability to easily identify both champion members, and those at risk of non-renewal, all with a reduction in time spent internally fulfilling common tasks for members.
Total revenue from website
New member sign-ups
Average time on site for visitors from Google
Average time on site for all visitors
Sessions per user
Pages per session
Huddle created a website for us that we are proud to put our name on. It enables us to market ourselves more effectively and allows members to interact with our services in brand new ways.
The website not only looks great, but the backend system behind it has been revolutionary, saving us time with our marketing and unifying and streamlining our customer management.
Michael Palmer, Digital Marketing Manager at Manchester Digital
We continue to work with Manchester Digital to enable them to stay competitive online and allow them to respond to the changing needs of their members.
Shortly after going live, we supported them in responding to the economic effects of COVID-19 by offering freezes on memberships and free trials for new members.
After the project, we gathered feedback from MD and used these insights to improve and refine our project management, documentation and testing processes, noting key learnings to take into our next projects.