CIPS is the world’s largest organisation dedicated to the procurement profession, championing best practice and helping organisations and individuals achieve all-round excellence around the globe.

Serving 66k members, and a wider community of 160k professionals, its website supports users in both mature and developing markets, and is the ‘go-to’ place to find the latest news and information, as well as enrol on training courses, conferences and events, purchase publications, and – most importantly – register or renew CIPS membership.

But back in 2016, four years after a redesign that had undertaken significant content additions and amendments, the CIPS website wasn’t performing optimally. User feedback focused on the difficulty in finding relevant content and resources, and the Institute identified the need for change. CIPS issued a brief for a new, fully responsive website with a redesigned structure and navigation that would make it quicker and easier for users to find what they need, and ensure routes to online purchasing were obvious and clear.

As the agency already responsible for CIPS’ media and events programme, Wonderly brought a wealth of industry insight to the project, along with the skills of our dedicated UX design and product development team. And it was during their initial ‘Discovery’ phase (that’s research and insight to the uninitiated), that an astonishing statistic emerged.

On average, 81% of the users who started a purchase process* at were not ultimately completing it.

(*That could mean joining as a member, renewing membership, exam registration, booking onto events and training, or purchasing CIPS publications.)

The abandonment rate was found to be higher for those people using mobile devices. And it was calculated that reducing the abandonment rate by just 1% across all products would lead to a significant increase in revenue.

Our recommendations

True to the Wonderly Way, our insight-driven approach – including workshops, user interviews, persona creation and customer journeys – led to the following recommendations for the online purchasing functionality of the new CIPS website:

Through this we committed to achieve increased membership numbers, reduced churn rates, an uplift in unique users, and more page views.

The results

Five months after the launch (1 August-31 December 2018), CIPS was experiencing exciting year-on-year results, compared to the same period in 2017.

Improved revenue

Improved user experience

Met mobile demand

Improved user engagement

A global look and feel

Wonderly is also delighted that the new CIPS website has been shortlisted for the ‘Best website’ in this Memcom’s 2019 Membership Excellence Awards.

Read more about our work with CIPS here.


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