Case study: The Evolution of Informa

How research, strategy and design of the corporate website helped Informa to become a FTSE100 company and get one of their analysts to call it “one of the best and most beautiful corporate websites” and win Best FTSE100 corporate website at the Corporate & Financial Awards.

Informa is a leading business intelligence, academic publishing, knowledge and events business, creating unique content and connectivity for customers all over the world.

As a complex Group, with a number of different businesses operating in more than twenty countries globally (and a web estate of more than 1,300 sites), Informa’s corporate website at Informa.com has a vital role to play in ensuring that their key stakeholders can understand what they do and believe in their investment case.

Late in 2014 Informa had anecdotal evidence from both internal and external stakeholders that Informa.com was struggling to explain their business properly. As such, Informa employed Comprend to research the issues and launch a total overhaul of the website.

This began with a strategy phase which included:

• Interviewing internal and external stakeholders
• Detailed analytics assessment
• Online surveys
• The Webranking Report.

These key elements highlighted issues with Informa’s website such as navigation and usability, which was ranked 2/5 in the online survey, and in Webranking by Comprend 2014-2015 the site ranked a lowly 113th in the UK.

With this knowledge as a base, Comprend were able to re-design the corporate site to include:

• An explanation of Informa’s businesses and its investment cases
• Use of multimedia including videos
• A fully mobile and responsive site
• Increased depth of content for their key stakeholders and
• A navigation as intuitive and straightforward as possible.

Analysts rated the site as being a success:

“Your new website is a vast improvement. It’s now one of the best and most useful corporate sites of all that I follow. It is clear but simple” – Analyst.

Informa’s new corporate site saw a rise in visits and page views, both up 15% and 29%. Time on site raised by 25% and bounce rate down 13%.

The collaborative work produced by Comprend and Informa improved the clarity of story and proposition which helped drive the Group valuation and share price through the last 12 months during a period of investment, and hence subdued earnings growth, taking the Group into the FTSE 100 in the 2016 First Quarter review.

Informa also rose from 113th to 10th in Webranking by Comprend 2015-2016 in the UK and have had fantastic feedback both in person, and quantitative since the launch of its new corporate site.

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