BTA (Bartel Taylor and Associates) - Platform Discoverability & Performance for Lead Generation
Introduction
As a well-established Australian legal services firm with over 25 years of experience managing infringement notices for diverse clients, including councils, hospitals, and universities, the client provides expert legal services focused on handling and resolving infringement matters.
Project scope
The scope of this project centered around improving the management of infringement notices to enhance the client's operational efficiency. Client required a streamlined system to handle the complexities of tracking, monitoring, and updating infringement cases across various sectors. As part of rendering the platform 'digitally ready', Search Engine Optimisation Tests were to be done.
Challenges
The following challenges were identified for optimisation, as they could adversely impact Client's business objectives :-
- Visibility of Contents and Links: After the Platform was migrated from Drupal 7 to Drupal 10, Quality Control testing revealed that crawlability of links and their contents came down due to technical issues with migration pathways for custom modules. It meant they were no longer displayed to users searching for them. This limited the client's ability to deliver services, which in an intensely competitive sector, translated to revenue-loss and brand-dilution.
- Cross-Browser Compatibility: The platform needed to adapt to different web browsers : Chrome, Edge, Firefox, and Safari; and devices: Desktop, Tablet and Mobile. Catering to users with varying levels of digital literacy and digital infrastructure posed challenges.
- Performance: Being in the legal services sector, several infringements, appeals, and evidence submissions happen frequently, and each of these is reviewed and responded to by multiple stakeholders. Volume and variety of users and user journeys meant the platform had to be primed for performance to guarantee uninterrupted services. The platform's performance and behaviour had to stay reliable and predictable when faced with varying user-load. This called for assessment of responsiveness and server load.
Our Approach
The following approaches were arrived at, as they allowed for expeditious redressal of challenges, without compromising on platform's quality .
- Search Engine Optimisation (SEO) Tests :
By nurturing interactions online and engaging the users meaningfully as soon as they express the intent for it, digital platforms help generate leads and deliver value. The SEO tests assessed its discoverability; a measure of platform's potential to be present in front of prospective partners while searching on the internet.
Through parameters such as URL-friendliness, Sitemaps, Breadcrumbs, and controls over listing of pages, contents and links, the platform was evaluated. These ensured that the users were displayed contents relevant to their needs, as inferred from their search keyword inputs.
Prior to the optimisation, even though the platform had the information and the capability to deliver services, chances of these reaching the users were low.
Post optimisation, by ensuring all relevant pages and links are listed/indexed, the platform's chances of meaningful engagement grew. Breadcrumbs improved users' ability to navigate through interfaces and locate relevant contents, thus eliciting favourable interactions.
- Browser Compatibility Tests:
The Platform's ability to render reliable and consistent user experience across different device - browser combinations was assessed through Browser Compatibility Tests.
It was ensured that despite change in screen-sizes and the browsers used, users could access the services and information at will, even from the confines of their home.
- Performance Tests:
A delay in loading a page by one second could cause nearly one-third of the users to abandon the platform. Performance Tests were held to ensure that all pages loaded optimally, as soon as user-interactions began.
Through the process, a quick, distortion-free content rendering was ensured, helping retain users' trust.
Result
Enhanced Platform Discoverability :
- The platform and its contents became more visible on the internet, improving the chances of lead-generation, and meaningful user-interaction.
Cross-Browser Compatibility:
- Consistent, reliable, and uninterrupted user experience could be ensured, on different browsers, for varying screen sizes.
Seamless Service Delivery:
- Quick, and efficient service delivery was ensured, through navigational aids and smooth content rendering.
Conclusion
The Digital Platform, as a medium of user-engagement, holds immense potential. Through a series of well defined Quality Control processes covering Platform Usability and Discoverability, this potential was harnessed. By ensuring round-the-clock service delivery, the promise made to the end-users could be upheld, putting the brand in a good stead.
