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  • Docklands Light Railway - Ektron Allstars Award

    DLR appointed Appius back in 2002 to continually develop their online strategy and execute web communications projects needed for their digital channels. Appius responded by creating an [award-winning] website that included a powerful mix of sales and services features, focused on ease of use for content management.

    The website required DLR to have full control of content in the most efficient and user-friendly manner, promoting the use of the transportation service for off-peak, social and community purposes as well as for peak time use.

    What We Did

    • Built a website that included a powerful mix of sales and service features
    • Delivered a CMS that focused on ease of use for content management
    • Provided fundamental content management capabilities, reliability and flexibility
    • Provided a solid platform for future phases of the site to make use of other Ektron functionality such as blogs, forums and multivariate testing for promotional content
    • Refocused the DLR content management effort via Ektron in-content analytics to achieve dramatic conversion improvements for key online tasks
    • Enabled content creators to easily categorise any piece of content through Ektron flexmenu that auto-generates site navigation
    • Created a site-wide search using the available Ektron API
    • Formed a number of taxonomies to categorise the DLR events smart form data

    Objectives

    • Meet specific accessibility standards required by DLR as a provider of a key public service and part of Transport for London DLR
    • Accommodate visits from a varied base of browser clients and operating systems, including mobile visitors
    • Retain and improve natural search levels through years of search engine optimisation
    • Re-categorisation of events, venues and east London community facilities
    • Present information in item pages and listings
    • Show search results as ‘filtered’ and map-based pages, whilst still remaining manageable by the client
    • Fully integrate into the functional design and information architecture of the site

    Results

    • 500 per cent increase in efficiency in comparison to that of earlier deployed systems
    • Organic search traffic levels were retained, despite launching a completely new site, and increased by 20 per cent after only one month of the website being live
    • 10 per cent improvement to the DLR website bounce rate
    • 40 per cent increase in user engagement with venues, events and facilities content
    • More than 10,000 smartphone user visitors to DLR every month

    "DLR needed a complete web communications provider with a highly consultative and results- driven approach. Appius has consistently delivered online return-on-investment against our objectives across the last eight years, as this roll-out of the Ektron web content management solution again demonstrates.”
    Sarah Allen, Head of Marketing and Communications for Serco Docklands

    Find out more about Appius and Ektron