British Fertility Society

Mobile friendly membership website for world-leading fertility and reproductive medicine experts


  • Content Management System
  • Email Marketing
  • Maintenance
  • Strategy
  • Training
  • Usability

From the outset Figment have shown initiative, enthusiasm and expertise. With great good humour they have produced a site which is fresh and modern and importantly a flexible tool that we can control directly allowing much greater involvement with our membership. The ongoing support has been both professional and personal. It has been a learning experience for us all but moreover a lot of fun!

– Dr. Jane Stewart, Secretary

How do you deliver a membership website for medical professionals that improves user engagement?

The Brief

The aim was to produce a website that could be easily managed by all members of the society and increase engagement from both new and prospective members.

The Story

The British Fertility Society (BFS) is a multi-disciplinary organisation, dedicated to promoting expertise in fertility and reproductive medicine. BFS selected Figment to produce and manage their new website.

Figment surveyed the committee and rebranded the tired looking BFS logo and then went on to modernise the website appearance, including producing mobile and tablet friendly layouts of each page.

There was an extensive migration of all existing website content to the new website. The members’ area is password protected and users can sign up and pay online for their subscription. The switchover was seamless, allowing existing members to login the new website without changing any of their details.

A matching mobile-friendly newsletter allows BFS to communicate directly with its members quickly and effectively. In addition, the website can be easily updated with news, press, Tweets and other information without needing to contact the secretariat, press officer or webmaster. A full road map of developments are planned to improve the site even further and Figment remains highly supportive of the future strategy.

The Result

  • Increased engagement: returning visitors up by 183% and +200% increase in time on new website.
  • User experience: bounce rate improved by 50% thanks to new design
  • Time saving: reduced time to update website content through CMS.