Case Study: Australian Mining Association

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The Australian Mining Association (AMA) is a Sydney-based business that creates opportunities for the Australian mining industry in China.

In 2009-2010, the mining industry represented 8.4% of the Australian GDP.

AMA’s mission is to grow this further.

Australian Mining Association

The AMA site had three key problems:

(a) Not mobile-friendly(b) Low speed scores(c) Weak story-telling

Mobile-friendly sites were still novel back when the site was built, but now that mobile usage is overtaking desktop usage, users need to be able to read a website easily on small screens.

Speed had become a problem over time. Wordpress was causing delays and the shared server the site was hosted on was overloaded.

Story telling was made difficult because key messages were placed on other pages in the site that people rarely visited.

Website Problems

Hard to read text on a mobile phone.

To make the website mobile-friendly, Wejee used responsive design techniques that make the page resize automatically to best fit a user’s phone, tablet, laptop or desktop computer.

To improve the site speed, the site was moved to the Amazon datacenter and Wordpress was removed. The HTML, Javascript and CSS code was optimised to ensure efficient delivery of content, making the site load faster than ever before.

The layout of the site was changed to improve the story telling that supported AMA’s goals. This design helped educate people about AMA’s activities, highlighted the relationship building with China, and encouraged people in the industry to become members.

Wejee Solution

AMA now have a fast website that looks great when viewed from any device.

Results: Story telling

The updated site tells a better story about AMA and how members can benefit from the hard work that AMA does to create opportunities in the industry.

Important elements are now clearly exposed. Membership signup is encouraged near the top of the page. The work AMA does is shown on the main page and supports the call for membership.

Finally, a personal message from the Chairman and list of partners reiterates the value AMA brings to members.

ABOUT AMA

CALL-TO-ACTION

SUPPORTING NARRATIVE

Results: Mobile-friendly

The new mobile site uses large, easy to read fonts. The layout is clear and uncluttered and a simple navigation makes is easy to move between sections on the site.

Measurement Source Before AfterMobile-Friendly Test Google 4 major issues found. No issues found.

Desktop PagespeedMobile User Experience

Google 73/10061/100

97/100100/100

Page Load Time Pingdom 5.66 seconds 1.16 seconds

Results: Speed & Mobile-Friendly

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Appendix

Before and After: Speed

Pagespeed Insights reported a 24-point improvement in site speed.

Before and After: Page Load Time

Pingdom reported a massive reduction in page load time from 5.66 seconds down to just 1.16 seconds.

AMA went from being slower than 73% of sites tested to faster than 87% of websites they tested.

Before and After: Mobile Speed & UX

Google’s PageSpeed insights saw AMA’s speed and User Experience ratings increase from 61 points to 84 and 100/100 respectively.

Before and After: Mobile-Friendly Test

Google’s Mobile-Friendly test site confirms that AMA’s new website is completely mobile-friendly.

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