Cuckoo was briefed in early 2018 to lead and manage the digital transformation for Police Mutual with investment of £150K which included; undertaking BAU website updates and campaign work – alongside a wider digital transformation.

The key objective was gaining buy-in from the senior executive team for a new high specification website which would mark the first digital change in over a decade for Police Mutual.

From the outset, we segmented the project into five core stages:

A technical and manual website audit to detect which areas of the website required improvement

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Full redesign and build of a new Umbraco website which encompassed a full brand refresh, complete copy re-write, the creation of a suite of iconography and new original photography style

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Email marketing strategy for campaign activity and automation

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Improve the user journey across all sections and pages of the website to drive conversions

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The development of contact forms, smart tools, calculators and call to actions throughout the website

Following the audit, it became apparent that the ‘membership’ sections of the website – a core part of the overall brand proposition – was only receiving a small proportion of the overall website traffic. Therefore, it was agreed that we needed to re-map out some of the key sections for the new website.

We created a separate site map and wireframes for each core area of the business

Product
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Brand
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Membership and wellness

A key area of the membership/wellness section is the Retirement Centre – we created a user journey map that helped pre/post/present retirees find the right advice on retirement and helped them choose a financial product that best suited their current situation.
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As part of the conversion optimisation strategy we created a hierarchy of call to actions including buttons, colour, type weight, and placement.
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We also carried out a complete overhaul of FAQs / legal content – challenging existing rigid compliance guidelines – simplifying and removing a significant amount.
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Complete overhaul of all ‘quote a buy’ journeys for all products.