Liontrust
Liontrust leverages user data to harness digital customer experience and create a powerful yet elegant website for its customers.
Liontrust leverages user data to harness digital customer experience and create a powerful yet elegant website for its customers.
Liontrust suffered from an existing website that exhibited a confused information architecture, and whilst it held great, rich content, it wasn’t being surfaced to users. The experience failed to leverage user data to support journeys and nurture online relationships. We harnessed the brand’s courage and ambition to stand apart from the rest and reimagined the Liontrust website’s design into a powerful yet elegant and refined hub for their digital customers seeking fund data and industry insights.
Liontrust is a London-headquartered specialist fund management company that takes pride in having a distinct culture and approach to running money. The company launched in 1995 and was listed on the London Stock Exchange in 1999. Liontrust has enjoyed rapid growth over the past few years, with our assets under management and advice (AuMA) reaching £28.1 billion (as of 20 November 2020). The company has broadened its product range, including adding Sustainable Investment in April 2017, which has increased its AuMA from £2.5 billion to £7.5 billion.
Liontrust’s purpose as a company is to impact its investors, stakeholders and society positively. As a specialist fund management company, Liontrust primarily focuses on the areas of investment in which they have particular expertise—investing in Global Equities, Global Fixed Income.
Liontrust suffered from an existing website that exhibited a confused AI, and whilst it held great, rich content, it wasn’t being surfaced to users. The experience failed to leverage user data to support journeys and nurture online relationships. The website could not match the personalised, offline relationships the brand has fostered and the industry demands. The weathered design ceased to deliver against the ethos of courage, power and pride. From a tech perspective, the website held legacy application frameworks and failed to leverage the experience and integrations. With industry-leading content and an appetite for truly personalised journeys, there was a clear opportunity to leverage the Sitecore platform to its maximum and deliver far more for the business whilst to engage the clients and investors of tomorrow.
A programme of work commenced resulting in knowledge-based decisions powering the transformation of the Liontrust digital experience, reimagining the end-to-end online customer experience. Leveraging in-depth user and business research to drive decisions and direction on the reimagined user experiences. We employed an arsenal of tools & tactics to delve deep into the minds of the Liontrust business and its audience, considering their needs and aspirations for today and tomorrow. Including SBOS workshops, the creation of critical flows used in real-world user testing to find pain points, a revised IA and focussed user journeys supported by a progressive SEO and content strategy. This fed the overhauled UX, which was put through its paces in prototype testing and designed to support personalised journeys, enable the brand’s expertly crafted content to surface, and lead the way for their insight-hungry audience. The design was totally reimagined, drawing on the company’s legacy and ethos to truly bring the elegance and strength of the brand’s proposition to life with subtle but effective design flairs.
The redesigned experience was underpinned by technical deep dives and an overhaul of the legacy page templates and components built on the ASP.NET Web Forms framework into new MVC to add longevity to the brands Sitecore platform. The SBOS outputs were expertly translated into Sitecore Experience specifications to enable the marketing team to bring all this to life and strategically designed and progressive personalisation and marketing automation concepts to nurture user journeys, leveraging Salesforce data via an S4S connector.
We harnessed the brand’s courage and ambition to stand apart from the rest and reimagined the Liontrust website’s design into a powerful yet elegant and refined hub for their digital customers seeking fund data and industry insights. We didn’t stop at designing the visuals. Still, we extended this into the design of personalised journeys, using customer profiling techniques and combining rich data sets with our revised content strategy to truly meet the varying needs of Liontrust customers and nurture their journey with the brand as it evolves.
A laser focus on enabling engagement and driving key conversions is supported by corresponding data, enabling context to drive deeper, more prosperous relationships with the audience – amplifying content and smoothing friction points with personalisation. A considered approach to using the Sitecore Experience platform enables it to truly sing and deliver beautifully executed personalised user experiences that harness onsite behavioural data through Sitecore profiles, goals, Marketing categories and offline relational data held in the CRM. The content amplification extends into automated comms by way of email from Sitecore Marketing Automations that trigger emails from Pardot – it all ties back into Salesforce, which talks seamlessly with Sitecore again. Our content strategy and progressive SEO enable the old and new site to surface more readily and drive quality traffic to the site.
The evolution of their web experience puts Liontrust on the map in the FSI space!
Simon Hildrey, Chief Marketing Officer
Liontrust