Web Refresh

Challenge:
Royal Mail has 480 million web visitors a year. The company generates £1 billion a year, 52% coming from digital channels. But by modernising the business, we knew we could do more.

Speaking to the soul:
Through research and using our brand truth as a starting point, we transformed our messaging approach. From basic and functional, to relatable and emotional.

The campaign:
A complete web refresh, from strategy all the way to execution. New content guidelines. An updated and consistent tonality. Improvements to UX and site navigation.

Results: The results have been excellent. A 2% increase in homepage visitors month-on-month. A 2% increase in unique visitors. An uplift in conversion, resulting in a growth of c£600k a year.