CITY LIT
IN PARTNERSHIP WITH WILLIAMS COMMERCE
Anthea Turner with Brian Healy, Un.Titled (part of the Williams Commerce Group)
City Lit is a London based adult education college which delivers a wide range of classroom based and online courses. In 2021 it migrated its website from Magento 1 to Adobe Commerce Cloud with the support of Williams Commerce.
A first-time entrant in the Direct Commerce Awards it scooped the award for Best Business to Business Performance: Education & Training Products.
With 30,000 students and 70,000 annual enrolments to support, City Lit embarked on a project aimed at radically enhancing the user experience delivered by its website. Tis was in order that it would stand out against competitive offerings and provide the resources and opportunities being sought by prospective students in an engaging and helpful way.
With courses ranging from those for personal interest – for example biography writing or British Horror Film studies; or career/vocational study like Search Engine Marketing or Intermediate Python Programming – the students are as diverse as the courses they study. Tere are also significant opportunities for cross-selling. City Lit’s provision involves courses starting multiple times in a year with the emphasis on nurturing skills rather than prioritising a list of qualifications. Its positioning as the place to go to kickstart a new career or pursue expertise in a personal interest, be it intellectual or practical.
Te requirement therefore was comprehensive. It included the migration of all product information, spanning many hundreds of course options, plus detailed customer information. Integrating payment and customer support functions, as well
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as facilitating targeted content-led email marketing campaigns were also key.
City Lit selected Williams Commerce and Adobe Commerce 2.3, a cloud-based solution, for the transformation project which was able to be implemented without any business or customer disruption.
A fundamental benefit of the migration has been the greatly enhanced customer experience for both existing and potential City Lit students. Te City Lit digital platform can provide a smoother and more intuitive offering, providing a game-changing benefit to City Lit as an organisation.
Te new site offers greater agility, enabling the City Lit team to make required updates to the website with ease. Tis encourages proactivity and positivity in the work they do and gives them greater freedom when enhancing their digital presence. Tere has also been a noticeable increase in traffic conversion and ranking since the migration.
Tis not only enhances City Lit’s revenue but has laid the foundation for continuously positive trends moving forward in a UK market segment that is set to grow by US$9.94bn during the period 2021-2025, according to Technavio.
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