How Oxygen Transformed DMCC’s Website to Boost Engagement and Drive Conversion
Overview
The Dubai Multi Commodities Centre (DMCC), a global leader in free zones and commodity trading, aimed to modernise its online presence to reflect Dubai’s innovative image and improve user engagement. Collaborating with Oxygen, DMCC launched a complete website redesign that included optimised navigation, streamlined content, and a seamless user experience across devices.
Since the launch, the revamped website has driven significant growth in site sessions and mobile engagement, and boosted lead conversions from organic channels. This case study explores how Oxygen’s redesign achieved peak engagement and conversion rates for DMCC’s online platform.
Project Plan
Client Location
Dubai, United Arab Emirates
Services Provided
Website Design, Website Development, HubSpot Integrations
Related Sector
Government, Business Services
Languages Supported
English, Mandarin, Arabic
The Challenge
Moreover, the website’s vast size—over 500 pages with numerous files and multimedia resources—added significant complexity to the redesign process. This large volume of content required careful planning to ensure that every page would be preserved and redirected correctly, avoiding 404 errors and preventing any interruptions in the user journey.
Outdated Design & Navigation
The website’s design no longer aligned with Dubai’s innovative image, and its complex navigation often led to circular browsing paths that frustrated users, limiting engagement and creating a disjointed user experience.
Challenging User Experience
With over 500 pages, numerous files, and multimedia resources, the website was overwhelming for users, hindering their ability to access key resources quickly and efficiently.
Content Complexity & Redirects
The vast size of the website added significant complexity to the redesign process. Careful planning was required to preserve every page, correctly implement redirects, and avoid 404 errors, ensuring a seamless user journey.
The Solution
Oxygen used customer experience mapping to structure the site based on the needs of key user personas who would use the website. By analysing each persona’s journey, Oxygen designed an intuitive site structure that minimised navigation friction and guided users directly to relevant resources. This streamlined site map eliminated dead ends and simplified common actions, such as inquiries and information access, creating a cohesive and efficient user experience tailored to DMCC’s diverse audience.
For the Website Content phase, Oxygen revamped DMCC’s site content to improve clarity, engagement, and search engine visibility. Recognizing that the previous content was overloaded and at times irrelevant, Oxygen focused on streamlining information to make it more concise and directly aligned with user needs. By prioritising essential information and eliminating redundancies, Oxygen created a clean, focused content experience that made it easy for users to find relevant resources quickly while supporting DMCC’s goals of increased user engagement and lead conversion.
For the Website Design & Development phase, Oxygen completely overhauled DMCC’s website with a modern, visually striking design that aligns with Dubai’s reputation for innovation. This redesign was not only focused on aesthetics but also prioritised functionality, creating a user-friendly layout optimised for seamless navigation across all devices. Oxygen ensured that every element of the website met current SEO standards, improving both user experience and search engine performance. By incorporating responsive design principles, Oxygen made the site accessible and appealing on desktops, tablets, and smartphones, providing a consistent experience for users on any platform.
For the Migration Service, Oxygen managed a comprehensive transition process to move DMCC’s extensive website content—over 500 pages and numerous files—into the new design without disrupting the user experience. To ensure continuity, Oxygen carefully implemented redirects for all critical pages, preventing 404 errors and preserving search engine rankings. Every file and resource was meticulously transferred, with thorough testing conducted to confirm functionality and accessibility across the new site. This strategic migration minimised downtime and user friction, creating a seamless transition to the updated platform, where users could easily find resources without encountering navigation issues or missing content.
The Results
- Overall Site Sessions: Increased by 39% compared to the same period last year.
- Mobile Sessions: Grew by 71% increase due to the modernised, optimised design.
- Lead Conversions from Organic Channels: Increased by 12% attributed to the enhanced, seamless user experience.
Key Metrics
↑ 39%
Overall Site Sessions
↑ 71%
Mobile Sessions
↑ 12%
Lead Conversions from Organic Channels
Our Future with DMCC
Building on the success of the website redesign, DMCC is excited to continue its partnership with Oxygen. In addition to ongoing user-experience optimizations for the DMCC site, Oxygen has been entrusted with multiple new website development and design projects for other key entities—strengthening a collaboration poised to drive further digital innovation and growth.
Some Of The Work We’ve Done
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