Having established the brand with a professional-looking magazine, KangaNews then turned to upgrade its online offering.
The brief from KangaNews was to create a fresh, engaging website that would attract more users and get them to stay on pages longer. KangaNews also took the opportunity to ensure the new site is fully responsive.
Butterfly is proud to be part of KangaNews’s future through the design and development of their new website.
Page views up 29.85%
Average time on
page up 2.78%
(Google/Bing etc) up 46.31%
Then, we scoped out their competition. We found from a design perspective that many news sites are cluttered by hyped-up content, a mess of images, and unwanted banner ads — all of which impact poorly on the user experience.
As a magazine, KangaNews can set itself apart from daily news outlets, and cater specifically to their passionate readership with a mix of long and short form content.
To suit the needs of the users we put the content first by integrating their banner ads seamlessly into the website. Then, we created space on the homepage for feature articles and built in enough padding so no content is left jostling for attention. The resulting design mimics that of their magazine — bold, crisp and uncluttered.
Our design for KangaNews is more than easy on the eye. It has helped the business reach new audiences and drive registrations.
To attract new audiences we had to help search engines find KangaNews. On previous versions of their website all content was restricted behind a paywall. Users couldn’t access any content if they weren’t registered, and neither could Google’s industrious little bots.
These bots need text to index pages, so to push KangaNews up the page ranks we gave users access to the opening of each piece of paywalled content.
A cheeky teaser leaving the reader wanting more. Now, search engines can see thousands and thousands of pages of content KangaNews didn’t used to have, giving them a larger online footprint and building on their authority.
All of this, with the added benefit of driving sign ups by offering free trials to users who want to access full articles.
What we loved
We first got to know the KangaNews team five years ago when we developed their previous website. We clicked right away and the relationship has only grown stronger.
We are proud to be on a journey of innovation with KangaNews and have introduced new features to their site, such as the Dashboard, where users can easily follow all KangaNews’ reporting on individual financial institutions.
What they loved
“Gosh! Everything,” said Samantha Swiss, KangaNews Chief Executive.
“When we changed our website back in 2012 we had a separate company do the design and Butterfly do all the development work and that's how I got to know Butterfly’s capabilities.”
But, this time Sam wanted the full Butterfly design and development treatment: “When it came time to redo our website again, choosing Butterfly was a no-brainer. The service and level of attention to detail and comfort that Butterfly provides is awesome.”
KangaNews’ old website ran a ‘text based’ search solution, which is okay, but will only offer limited results based on what the user writes in the search field. With relevant search the user is more likely to get the information they want.
The relevant search function produces results based on different weightings for each article field. So, if “ANZ” appears in the title of an article it has a higher weighting than if it appears in the body of the article.
Making this work was no small feat, we did a deep dive into KangaNews’ content and identified the most appropriate tagging rules for everything, from articles to events.
And we made it easy for KangaNews to do the same with new content. We gave them the capability to add extra information to their articles via custom fields. For example, they can now select which organisations a piece of content refers to via a drop down menu when uploading an article to their website.
The new search capability offers users a whole new realm of usability and accuracy for users navigating KangaNews’ powerful new website.