Anglo American: Getting Results

As discussed in a recent post, we’ve redesigned and relaunched Anglo American’s Results Centre to better communicate their preliminary results. This was achieved by introducing two fundamental changes:

• Improved signposting to the Results Centre from the home page and key landing pages

• Better delivery of key messages, through embedding an interview with the CEO and the Finance Director into the page and by pulling out the key highlights of the results on the page

We’ve been busy analysing the numbers to find out what effect this has had.

 

The Impact

Increased Visitor Numbers: At a top level, we found there was nearly 3½ times the average number of visits on prelims day – and in fact nearly twice as much as on any other day since the previous prelims. Of course, the number of site visitors cannot be attributed to the Results Centre – but it does reinforce our assertion that the announcement of a company’s results really is the most important event in your corporate website’s calendar.

Improved Signposting: The link to the Results Centre and the interview with Cynthia Carroll and René Médori was made much more prominent on the home page, leading to a significant rise in visits. While overall traffic to the site was up by just shy of 40% against last year, visits to the Results Centre rose by over 96%.

Better Message Delivery: Not only did more people visit, they spent much more time there too. In 2010, the average time spent in the Results Centre was just over a minute. This year, that figure was 2 minutes 48 seconds as people spent more time reading the highlights and key messages published within the page. Crucially, this was not at the expense of the other Results material. The webcast, press release and presentation all saw increases in the average time spent on them. In fact, excluding the Home Page, we found that 56% of all the time spent on the site was spent in the IR section, up from 49% in 2010.

Greater Engagement: The Results Centre also encouraged far more users to make repeat visits. 37% of visitors returned to the Results Centre on the same day – compared to just 16% in 2010. This is clear evidence that a Results Centre like this improves engagement with your audiences on what is a critical comms day.

To sum up, Anglo American saw a massive increase in the number of visitors to their site, successfully directed them to a one-page location containing all of the salient content, and presented that information in a way that saw visitors engaging more often, for longer and in greater depth than they had done previously. Result!

Posted by Marcus

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