IELTS – agency partner – Precedent
Speaking plain English - British Council
The International English Language Testing System (IELTS) is an international standardised English language test taken by approximately 1.5 million candidates worldwide, every year. The British Council is one of three partners providing the test, but marketing was directing potential test candidates to one of the other provider’s website. As a result, the British Council was losing control of the user journey and suffering reduced brand recognition.
A website was developed with two clear but very separate aims: to persuade first-time users with no understanding of the test to choose IELTS, and to market the British Council’s study resources and test facilities to repeat users already familiar with the IELTS brand. With this in mind a ‘step-by-step’ navigational structure was created based on the test process, building understanding of the IELTS system for the novice user and allowing repeat users to navigate straight to advanced sections.
It was vital that the new site was accessible and appealing to audiences with varied language abilities. Users from a range of countries were consulted to inform the site structure and design process, as well as delivering testing reports, detailed wire frames and functional specification documentation to the British Council team to ensure that the new site delivered against their business objectives.
The website was implemented in the Drupal CMS and has been constantly upgraded, allowing it to continue to deliver to the client objectives for nearly ten years