Smart Intelligence Website - Training Services

Redcliffe Training Associates is a leading financial training company with a large and prestigious client base in the City of London and Globally. They run a wide variety of expert-level courses for bankers, lawyers and private equity practitioners among others. Their courses are delivered both online and on-site by industry veterans.


The aim of this project was to build a persona-based website which delivered tailored content to specific audiences in order to improve user experience and conversion. This content is tailored in a couple of different ways: The user may select a job role and have the site immediately display relevant content from associated categories. Alternatively, the site contains copies of Redcliffe’s marketing codes and their relationships with courses and categories. It then looks out for these codes tagged onto the end of inbound URLs from marketing emails and immediately presents new arrivals with relevant content.

Hand-in-hand with this tailored content is a greatly improved design and user interface. The key points being the journey from the tailored home page, to course detail pages and finally through to booking and checkout. Improving usability, highlighting key sales convertors such as volume discounting as well as reducing friction are key. Parallel to the aim of providing a leading-edge web experience to visitors was to improve back-office processes for Redcliffe and reduce duplication of effort through an integration with their existing Microsoft Dynamic CRM. Course content including price, booking history and date availability come from the CRM and are enhanced with metadata and images and video in the CMS. All bookings and leads taken by the site are then sent back to the CRM. This was a project encompassing many technical challenges but one which suited TWC’s advanced CMS which has delivered a market-leading site with high levels if customisation and deep integration with existing back-end systems. It’s not only a great client-facing asset for Redcliffe’s but also a key integrated business system.