Since 1995 and from the heart of Edinburgh, the Edinburgh International Conference Centre (EICC) has specialised in delivering world-class conferences, events and exhibitions for global and domestic organisations within its innovative and flexible facilities.
EICC selected Radiator as its Digital Partner to redevelop its online presence; accurately reflecting an open and friendly approach to its diverse client base.
An image-focused user experience was required to resonate with key user groups, providing them with the content they need to make a decision and complete a call to action - leading to higher volumes of quality enquiries.
This User Experience began with a rationalisation and simplification of the navigation structure and content to keep things simple, memorable and more punchy.
In addition, the journey from initial awareness to an event enquiry converting can take a significant time, so as well as targeted exposure and website traffic, this new website needs to boost Email sign-ups and social media following to allow EICC to maintain contact over time.
There is an immediate focus on user engagement and call to action. As soon as visitors hit the site, streaming video through the Wistia platform offers a real flavour of this impressive venue. This is combined with clear event-type and delegate number enquiry prompts - removing all barriers to enquires for users at work, home or on the move.
The design and usability has to appeal to a wide range of user types; with event organisers’ needs differing greatly from those of attending delegates, and not forgetting visitors with and without knowledge of Edinburgh, for whom image-led guides, on How to Get There, What To Do and Where To Stay, have been provided.
As well as a high-level of information on the city itself, our client is determined to get the EICC experience and atmosphere across and through this revised site. Engaging presentation of event spaces, floor plans and facilities is realised through 3D floor plans that users can pull apart and interact with, 3D Building routes, 360 tours and as much video/image content that even the most discerning event organisers demands!
With Umbraco training, website population and a successful launch in the bag – our attention now turns to national and international brand awareness, traffic generation and enquiries through a Search Engine Optimisation campaign.
We enjoyed working with Radiator on the development of our new website.
In the early stages the team at Radiator took a thorough approach to understanding our market to design a website which would meet the expectations of our clients and stakeholders, as well deliver against our KPI’s.
Radiator’s process made the development and feedback smooth and efficient. We are delighted with the final result, which is a slick new website with a simplified navigational structure and vastly improved use of images and videos, as well as increased opportunities for engagement.
We are looking forward to the business benefit that the new website shall deliver for EICC.
- Jill Spink, Marketing EICC
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