Kew Gardens

Optimising the website to increase conversion

The Royal Botanic Gardens, Kew, usually referred to as Kew Gardens, comprises 121 hectares of gardens and botanical glasshouses between Richmond and Kew in Richmond upon Thames in southwest London.

Kew Gardens is a non-departmental public body sponsored by the Department for Environment, Food and Rural Affairs, is an internationally important botanical research and education institution with 700 staff.

Maximise the Potential to Increase Revenue

The Royal Botanic Gardens at Kew came to us as they were due to invest in the development of both new design and new functionality across the site at www.kew.org. Prior to this, they commissioned us for a piece of Usability, Conversion Rate Optimisation & SEO work to maximise the potential for these changes to increase revenue.

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We were asked to provide Kew Gardens with useful insights and information to ensure their forthcoming design and development projects were successful and identified opportunities to increase revenue via SEO.

Setting up On-going Improvement

We analysed the site and benchmarked current performance in terms of SEO also looking at the health of the current Google Analytics setup, providing high level information on potential improvements. We gave recommendations for future use of Google analytics to support the on-going improvement and optimisation of www.kew.org, looking across branded and non-branded traffic.

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We combined our review of the site, with remote user testing tools, expert reviews and a series of special SEO tools to help combine all of the insight in an easy-to-digest and easy-to-implement way. As a follow on activity we gave several key members of the team advanced Analytics training so they could continue to work with the site and reports.

Increasing Visitor Conversions for Sales

We provided specific, prioritised recommendations for the site to improve future results. We identified significant opportunity to enhance user journeys to increase the likelihood that a ‘visit’ to the site may convert into a ‘sale’, either of products, or of tickets. We increased traffic from search engines, and the likelihood that this traffic resulted in a sale, with an uplift in conversion of around 400%.

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Danny, our Client Services Director, is on hand to answer your questions.