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How we did it

The Challenge

In times of conflict or peace, the Royal Navy is key to the prosperity of Britain and the stability of the high seas. As lead digital agency partner, over the past five years e3 is proud to have supported, developed and improved the corporate and recruitment website, and to have implemented an award-winning strategy to ensure the successful hiring of the very best 5,000 new recruits annually.

Through a programme of quantitive and qualitive research that included spending a week onboard a Royal Navy ship, our UX specialists learned that prospective recruits were unsure what life onboard would really be like. The lack of user-centred information on the Navy recruitment platform had historically led to poor conversion rates.

Our research has resulted in an ongoing strategic engagement programme. This significantly improves the user experience journey and employs rich, focused content to inform and compel a range of key target personas to apply to join the Navy. This work is supported by ongoing target campaigns across key social channels including Facebook and Instagram to attract a new generation of recruits.

The results speak for themselves:

  • Over 200% efficiancy rate uplift in the conversion of unique site visitors to finished applications

  • 182% increase in video engagement

  • 74% increase in average duration for mobile users

  • 64% increase in traffic to core functions pages, from 1,787 to 13,243 page views

We continue to work with the Royal Navy on this extensive, strategic digital programme, which also includes the development of operational tools, improving internal performance and services and implementing new technical workstreams.

For further information about this case study or to read a more detailed account, contact us.