It’s More than Music — Amplifying RANE Across the DJ Community.
RANE Corporation, one of the most well-known producers of DJ equipment, knows that DJ culture is about “More than Music”. They wanted a website that not only provided technical information about their equipment, but also allows DJs to connect with the brand, the lifestyle, upcoming events, and each other. In partnership with agency IF/THEN, OpenRoad brought their vision of a online DJ community to life.
Moving from Static HTML to a Content Management System (CMS)
The success of a website lies in what happens after launch. Providing an ongoing stream of fresh and relevant content requires among other things an easy-to-use CMS. OpenRoad was brought on to help transform the previous site from static HTML into a robust and responsive platform built in a PHP-based low cost CMS called Expression Engine. By introducing an easy to use CMS, multiple content editors are able to manage the site content with ease.
Taking a Phased Approach
With the website redesign, there were many conceptual ideas as to new features that could be introduced. However, the main purpose of the redesign was to ensure the content and visuals took precedence. Therefore, the project was broken into two separate iterative phases. Phase I focused on setting up the basic framework of the site and Phase II was dedicated to building up the product support sections.
Phase I: Setting up the site framework
Setting up the site framework required everyone to understand RANE’s target audience. By nature, DJs are on-the-go. As a user group, they are most likely traveling between locations using multiple devices. To address this need, it was established early on that the site must use a responsive design while keeping the content manageable for the site administrators. Expression Engine was chosen as the CMS due to the vast library of available plugins that can be leveraged for low-cost implementation. To facilitate the adoption of a new CMS, OpenRoad held a training session with RANE in preparation for content migration and provided ongoing support.
Phase II: Building up the product support
OpenRoad implemented a series of product support sections for RANE to educate, assist, and converse with their potential and existing customers. The series of product support pages included a glossary dubbed DJ Pedia featuring industry-wide terminology used in the field, a product knowledge base to assist in the selection of new equipment, and a forum to get and keep in touch with their client base.
Flexible development for continuous improvement
Knowing that RANE wished to continually add to and enhance the site, consideration was given during development for a flexible architecture. Future site enhancement ideas such as adding eCommerce will be simple as a result of the careful considerations planned for upfront.
Reaction from DJ Community
- “Hah nice to finally see an update – old site looked like it was straight out of the 90s…“
- “That is a massive upgrade. Looks real good.”
- “Nice site…good work team Rane.”
- “Nice website changes!”
We measure our success in website KPI’s, ROI’s, Conversions and user satisfaction scores, but we also strive to create the best client experience possible. We were delighted when RANE sent us this really unique thank you present.
Their note read: “You were extremely helpful and accommodating in creating this wonderful website for us. It has made a huge impact for us as a company, thank you again. “