We’ve been GSK’s lead agency partner for their .com for a number of years and we are very proud that GSK’s newly-relaunched website propelled to number one on Bowen Craggs’ Index 2018. This index is well-known in the industry for its rigorous and detailed analysis of large web estates.

Getting to the top has been high up on GSK’s digital agenda for a while and we have been in the top 10 for many years, but how did we make it from no. 5 to no. 1 in just a year?

Bowen Craggs recognised that the site is “a product of restless revision and perfecting” and they couldn’t be closer to the truth. 

Last year, we shifted the focus much more on user and audience needs. In particular we focused on improving the careers section with jobseekers being the sites largest audience.

“We’ve only been able to achieve this ranking through a long-term approach using data and insight to continually optimise our approach for the benefit of our users. Radley Yeldar has been our agency partner throughout and has played a crucial role in this success.”

Alex Saunders, Digital Communications Director at GSK

And whilst we are over the moon that we got to no. 1 we are just as thrilled that the data we’ve seen to date is very promising. Bounce rates are dropping and NPS (net promoter) scores are rising – a sign that users are enjoying our work.

What’s next?

Being restless means work never stands still and we are continuing to polish, challenge, improve and change where we recognise an audience need. 

“We’re a team of passion, drive and determination. As their agency partner, we’ve worked collaboratively with the GSK team to understand how their site should evolve and continually improved it for the users’ benefit”

Emma Welch, Client Director at RY

Since the Bowen Craggs announcement we relaunched the Consumer Healthcare product section to provide consumers a better experience and there is plenty more to come. 

Now that we’ve made it to no. 1 the work is only going to intensify. We are determined to stay here for a while. 

See the full report and analysis here.

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