The new website for Vegan Food & Living is now live, the first of Anthem Publishing’s brands to undergo a complete overhaul. Specialist creative customer experience agency, Bopgun, has partnered with Anthem to help support their ambition to drive the digital side of the business forwards.
Vegan Food & Living is renowned for being one of the leading sites to share UK vegan news and product releases to their audience with full, accurate information. Whilst the magazine is very much led by food and recipes, the website is more of an online hub for news, product releases and all aspects of vegan living. After research into user journey and experience, it was established that the existing site was busy and confusing for customers. As 80% of website traffic also comes from mobile, it was vital that this new site took a mobile-first approach to the development process.
The core aim of the new site is to make it easy for customers to access information and functions relevant to them whilst being informative, distinctive and on the cutting edge of digital innovation. This is just the first stage in Anthem’s digital development journey – over the next 18 months, the plan is to relaunch all of Anthem Publishing’s brand websites in order to build on their already established strong positions.
Commercial Director of Bopgun Design, David Mathews, said: “Our key aim for the new Vegan Food & Living website was to enhance the experience of the user, focusing on how we could not only increase dwell time but encourage them to navigate to other areas of the site. The site is jam packed full of news, advice and recipes and we’ve loved the challenge of being able to let the content visually breathe. A restructure of the site was central to making this happen whilst also building a robust and easy to use bespoke content management system for the whole team to use. We are looking forward to seeing the results and applying the same thinking to other Anthem brands.”
Vegan Food & Living’s Publisher, Sally FitzGerald, added: “Veganism is such a thriving sector at the moment with so many exciting new products being launched every day and we knew the existing site just wasn’t doing our content justice. Now the mobile experience in particular is so much more intuitive, we hope that users will continue to come back to us every day for their vegan news fix and find all the other great food and lifestyle content we have on the site too.”
The new site is now live at www.veganfoodandliving.com