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Experience Platform, Integration, GA4 Analytics, Data Layer, Digital Marketing.
Their services encompass investments, retirement planning, insurance, mortgages, and protection, all customised to meet the unique needs of these professions. As a mutual organisation, Wesleyan prioritises its members, ensuring personalised support throughout their careers and into retirement.
Wesleyan embarked on a digital transformation journey to better meet the needs of their audiences. The goal was to create a refreshed, user-friendly website that reflected their trusted brand while enhancing functionality for both customers and internal teams, while getting agency support for their content and digital marketing needs in parallel.
To achieve this, Wesleyan partnered with Appius to deliver a complete rebuild of their website in Sitefinity, based on Wesleyan’s newly redesigned templates. The project focused on delivering a fresh, modern look while improving the component library to provide greater flexibility and control for their content team. Through close collaboration and Appius’ proven “working closer” methodology, the project was delivered successfully and on schedule, aligning with Wesleyan’s strategic objectives.
The technical transformation centred on migrating Wesleyan’s website from Sitecore to Sitefinity DX, supported by Appius’ Managed Azure hosting. The rebuild was designed around Wesleyan’s own redesigned templates, delivering a visually striking and responsive site with an enhanced component library. This upgrade empowered their content team with an intuitive and flexible CMS, allowing for streamlined content management and future scalability.
Key integrations included seamless end-to-end CRM connectivity, enabling calculators, application journeys, and appointment booking to function as a cohesive digital experience. Sophisticated analytics were implemented with an integrated data layer, providing step-by-step tracking of key user journeys and actionable insights into customer behaviour.
The website adhered to accessibility standards (WCAG 2.2 Level AA) and prioritised performance optimisation to protect SEO rankings and improve user engagement. By leveraging Appius’ collaborative and transparent methodology, Wesleyan’s digital transformation was delivered on time and within scope, setting a new standard for their online presence.
At the heart of the project was the implementation of a sophisticated data layer, purpose-built to provide end-to-end tracking of key user journeys. This custom solution captured granular, step-by-step data for seamless integration with Google Analytics 4 (GA4) and Google Ads. The data layer was designed to support critical use cases, including tracking of calculator usage, application journeys, and appointment bookings, ensuring every touchpoint could be measured effectively. By enriching analytics reports with actionable insights into customer behaviour, Wesleyan was empowered to make data-driven decisions.
Wesleyan were able to tap into the Appius Experience and Engagement team as an extension of their own team in two other areas - content support for the new website and paid digital marketing. Appius were able to bring new ideas and expertise to bear at the same time to improve efficiencies, the content itself and the approaches and outcomes for paid campaigns directed towards the new website. Even though the project is now complete, Appius award winning experience with Sitefinity Insight for personalisation, split testing and digital first CDP are offering up great new opportunities to get even more from the investment in the new website.