Fellows Auctioneers are a long standing client and required a revamp of their already successful auction web site to encompass mobile responsive functionality and showcase the top notch photography that they produce.
Star Digital’s design team came up with a bold approach and presented it to the board at Fellows, who unanimously loved it. We knew that as a client this would be an agile development process. Fellows didn’t have a functional specification for the new site, only design and the experience of both parties having worked together for 8 years.
Fellows’ philosophy is to provide their clients and customers with a tailored service that is constantly improving. They needed their website to be a vast improvement geared towards selling product off the page. They had the ambition of making their auctions accessible from beyond the saleroom and required the same saleroom experience online.
Star Digital knew that they needed to give Fellows a website that was a step above anything that we had done before. We decided to focus on visual design, impact and user experience. We wanted to leave users with a wow factor when using the site.
Through creative thinking and a marketing led approach we were able to transform the web site into a fully functional showcase that functioned across all types of device.
A primary aim was to bring the auction room experience to potential customers and vendors on a multitude of devices, allowing the audience to consume auction catalogues, interact with rich media, create a biding account and leave commission bids with ease and confidence.
The Fellows website needed to provide its users with the complete 'MyFellows' experience including a suite of tools to track bidding, view archives, create customised catalogues and make payments online. These all needed to be incorporated into the design and journey. We spent a long time auditing the current Fellows website in order to capture every element of the journey in order to reflect all that was currently offered.
Alongside the website design and build all aspects of the digital marketing strategy for Fellows needed to be dovetailed in, including e-mail marketing automation techniques using the IBM Marketing Cloud Engage and Transact platforms to tailor messaging and transactional email communications to users in real time.
The email strategy is highly developed; all customers have a preference centre and only receive emails that are relevant to their preferences. These emails are designed, built and sent out according to a pre-defined time scale and contain dynamic content to show the most relevant content to each and every user. Frequency controls are in place to ensure that customers are not over communicated to.
We also incorporated a Google Adwords campaigns globally which focussed on impressions – gaining over 9,700,000 impressions, 115,600 clicks and 11,000 conversions in a year Along with the above we also produced a highly targeted Facebook ad placement campaign and a multitude of offline to online campaigns, all underpinned by analytical reporting via Google and Clicktale analytics.
Visual design on this project has been met with positive feedback from the industry, users and awards committees across the UK. We’ve had feedback from the USA and Europe commending the approach taken.
The mobile responsiveness has resulted in the site going over the tipping point and now has more mobile users than non-mobile users. Once again seeing the Fellows online brand forge ahead of the competition and setting the bar for others to follow.
“Star Digital are probably more committed to our success that we are!! They have a real understanding of where we want to get to, and push new ideas forward to help us develop new strategies whilst at the same time delivering excellent service to keep our existing facilities, programmes and strategies working. They truly embody the principles of 'partnership working”
Stephen Whittaker, Managing Director