General Medical Council

Migrating the GMC from RedDot to Sitecore, optimising every digital touchpoint and reducing cost to serve

Highlights

  1. Search exit rate has reduced by 16% (from 35.94% to 19.91%)
  2. Bounce rate for the homepage has reduced by 34% (from 62.77% to 28.77%)
  3. Visits per user increased by 4% (from 1.86 visits per user per month to 1.93)

Background

The General Medical Council helps protect patients and improve UK medical education and practice by supporting students, doctors, educators and healthcare providers.

Mando have worked with the General Medical Council for a number of years, completing an array of smaller projects. When looking to undertake a broader digital transformation, we were asked to participate in the migration to a new Sitecore platform. 

Background

Business drivers

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The GMC’s existing RedDot implementation no longer supported its digital ambitions. It required a new digital platform to manage, deliver and optimise experiences across every digital touchpoint. It also needed to reduce cost to serve, and reduce the effort required to manage its digital estate.

With their new platform, the GMC wanted to work with an implementation partner who was closely aligned with the chosen product vendor. In this case it was Sitecore, with whom we hold Silver Partner status.

Solution

Mando deployed a team onsite at the GMC to support the transition to Sitecore and to up-skill their internal team on the new platform.

To enable the GMC to deliver a personalised experience for its key audiences we defined a ‘now, next and future’ digital roadmap. Based on its customers’ needs and pain points, this will guide the GMC in improving its digital offering moving forward, with advice provided over quick wins and critical enhancements. We have also devised a KPI framework, against which all future success can be measured.

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Outcome

943 Gp And Patient

Since the site went live in April 2018, average engagement with the GMC website increased as follows:

  • Visits per user increased by 4% (from 1.86 visits per user per month to 1.93)
  • Bounce rate reduced by 33% (from 63.4% to 42.63%)
  • Average session duration increased by 21% (from 2 minutes 31 seconds to 3 minutes 4 seconds)

Improved user experience has eased a reliance on search:

  • Share of visits utilising onsite search has reduced by 1% (from 4.09% to 3.18%)
  • Search exit rate has reduced by 16% (from 35.94% to 19.91%)
  • Search refinements have increased by 3% (from 21.48% to 25.39%)

Content discovery has improved with key content more visible:

  • Users have entered the site via 43,250 pages 
  • The homepage now accounts of 27% of entrances 
  • Bounce rate for the homepage has reduced from 34% (from 62.77% to 28.77%)
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