When you think of the National Trust, you probably think of stately homes, country walks, and cups of tea. You perhaps don’t immediately make an association with neuroscience.
However, the National Trust’s marketing team recently turned to brain scans and other scientific techniques as part of a project to optimise visitor journeys and experiences.
When the National Trust launched its new website at the end of 2015, the minimum viable product (MVP) attracted some criticism from users.
But go-live for the new site was only the beginning of the journey for the National Trust – since then, monthly releases have been pretty much standard.
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Last year, we gave you eight reasons why the new National Trust’s website is funkier than the average.
With its stunning visuals and personal tone of voice, it’s certainly an impressive relaunch.
In November we covered the new National Trust website, a funky, responsive number with bold typography and brilliant imagery.
The Trust obviously has great brand equity because the post was very popular, even attracting some irked Trust members who felt the new site needed work.
So, we thought the digital journey of the National Trust warranted more investigation, and we caught up with Tom Barker, head of digital.
Here’s what he had to say.
“Oh, he lives in a house, a very big house in the country.”
Join me in song as I celebrate one of the most beloved institutions in the UK and the launch of its new website.
Yes, it’s the National Trust for Places of Historic Interest or Natural Beauty, or simply National Trust for short.