NRMA Motoring and Services Website
Like many motoring organisations around the country, NRMA Motoring & Services had recently diversified their product range - taking on Travel, Car Repairs, Driving Schools and other products in addition to the traditional Roadside Assistance.
This had led to a site that was not only difficult to use, but overwhelmed the visitor with tactical marketing from each of these lines of business. As a result, the site was failing to clearly communicate the value of becoming an NRMA member.
NRMA engaged MullenLowe Profero to execute a complete redesign of the 3,500 page site, which would establish a clear digital brand, improve content discovery, and drive online membership acquisition and retention.
MullenLowe Profero undertook a comprehensive user-centred design process, including a 2-week ethnographic study tracking the online behaviour of members and non-members. This delivered 9 rich customer personas, identifying over 130 triggers and 360 consumer touch points.
We discovered that online, trust in the NRMA brand is expressed through the authority of its content. Maximising NRMA's relevance as a source of information and advice promised to increase engagement with the brand. Our new design therefore took its tropes from news services, combining content promotion with in-page audience segmentation to boost users' chances of discovering relevant content.
Search was built into the site from the ground up. We resisted the creation of a separate NRMA Travel site on SEO grounds. We designed a new content structure to maximise the proximity of topically similar content, and validated it with real customers.
We added a style of navigation called a meganav to improve awareness of NRMA's broad range of products and services. It had the added benefit of driving search engines deep into the site, ensuring more content was 'crawled'.
We also completely redesigned the membership application process for both acquisitions and renewals, incorporating best-practice design principles.
How we did it
We conducted a 2-week ethnographic study tracking the online behaviour of members and non-members, delivering 9 rich customer personas and identifying over 130 triggers and 360 consumer touch points.
This also led to the key insight that, online, trust in the NRMA brand is expressed through the authority of its content. We therefore took a page out of news services, combining content promotion with in-page audience segmentation to boost a users chances of discovering relevant content.
A redesigned membership application process and SEO built in from the ground up were also incorporated to maximise awareness and acquisition.
- More visitors with a 9% increase in site visits year on year.
- Search relevance has improved, with 31 times the number of Google queries displaying NRMA pages.
- Deeper engagement with 25% increase in total page impressions year on year
- 52,000 people registered new accounts with the site in the first 3 months.
- Bounce rate fell and pages per visit improved by 15%.
- The site has achieved a 600% increase in monthly acquisitions, against a target of 100%
- Their online channel now outperforms the call centre on value per acquisition.