bringing big results to small business for Informi

SMEs are a vital cog in the UK economy and number over 5.7 million. They each share the common challenge of running a business in a turbulent, fast-changing world. That’s why we partnered to launch Informi. It’s designed to empower an ever-growing community of SMEs and help them navigate challenges as they grow.

In 2018, with the site generating over 25,000 monthly sessions, AAT set a goal for Informi to become self-sustaining with their charitable objectives. After exploring income generating opportunities, we determined improvements were required to boost audience engagement, and to maximise lead generation and conversions for partners.

The platform was rebuilt from the ground up, delivering a fully-tailored brand experience that seamlessly matched their organisational and technical needs.

Key to attracting advertising partners and generating income for AAT was a stand-out user experience – engaging content that could be easily searched for and found.

We delivered AMP (Advanced Mobile Pages), Google Schema Mark-up for improved SEO, strict accessibility standards and comprehensive user testing process. This included internal design sprints, prototyping new design options, qualitative lab based user testing as well as UX & UI iterative design development. It resulted in a site that was commended as a UK UX Award Finalist, in 2016 and again in 2019.

Our new advertising platform allows AAT to customise adverts shown to users that match the business needs of the article. Five months after launch, it served over 50,000 ad impressions, and has an engagement rate that’s 24% higher than the average for Google Display network.

Another way to generate revenue was the development of an interactive partner form widget. This enables users to start a loan application on the site, before being directed to an affiliate. It simplifies the traditional process, increases user engagement and encourages trust.