The story behind this website is an intensive, exciting year-long journey which has spanned two continents, drawn on feedback and teamwork from hundreds of people, and led to the creation of a new BMCM logo, visual design, and BMCM voice in our communications. We’re thrilled to be sharing this new website with you, and hope you’ll enjoy this look behind the scenes.
How It All Began
A year ago, we took a close look at our website analytics: the information about where our website visitors (you!) were located, which pages they visited, how long they stayed on them, and what technology they were using. We were surprised to see that:
- Over 50% of website visitors were visiting the website on a mobile or tablet.
- In the last five years, the number of international visitors had more than doubled, and now accounts for more than 20%.
- In 2015 we had over 250,000 new visitors.
So far, so good – our website clearly needed to meet the needs of an international audience who were new to meditation and visiting the site on their phone or tablet. But there was another statistic that we needed to consider more closely:
- Our “bounce rate” was high – 80% – which meant that most of our new visitors were leaving the website within five seconds of arriving.
What was keeping these visitors from staying longer? Friends told us that our website had a lot of useful material, but that it was sometimes hard to find the articles, audios and videos they were looking for. And time-pressed newcomers needed something that we weren’t yet offering – a brief, simple, easy-to-read section for finding out about the practice.
Our conclusion: we needed a fresh, appealing re-design with some new material to represent the practice of Easwaran’s passage meditation in today’s world.
The Young Adult Communications Team (YACT) Was Born
The BMCM’s President’s Office (PO), which manages all the operations of BMCM, looked at the website analytics and decided it wanted the new website to meet the needs of our whole audience – newcomers and returnees – and especially those in the 20–50 age range. It’s this age group in particular that goes online to search for meditation and build spiritual community.
The PO invited a small group of young adults in their 20s and 30s who were practicing passage meditation and already volunteering or working at the BMCM to form a “Young Adult Communications Team” (YACT). The YACT had the goal of creating a design brief, and then helping to choose a web firm who would design and build the actual website. What an exciting project!