Technology Expertise + UX Optimization = Reduced Cost and Faster Time to Value

Technology Expertise + UX Optimization = Reduced Cost and Faster Time to Value

Goal

Goal

Increase new subscription model revenue by providing world class training website

Strategy Execution wanted to drive more engagement and conversion through mobile optimization. 

Strategy Execution wanted to drive more engagement and conversion through mobile optimization. 

Challenge

Strategy Execution had outgrown its original technology. Its website platform could no longer support new content publication and the company’s many partnerships were not reflected on the website. The numerous content platforms and outdated marketing processes made for very fragmented digital experiences for their customers. Strategy Execution needed a more robust, enterprise ready technology stack to support its international business needs.

In addition, search engine traffic had plummeted almost 30% following a recent company name change.

Since Strategy Execution operates international sites in seven different regions, it was crucial that the new website be scalable and support translation as well as multiple product back end development. The United States had its own course repository. Other countries had a different course assortment.

The new site construction had multiple goals. It needed to accommodate future expansion, including local language translation and content authoring at the office level from all countries. It also needed to accommodate multiple language translations, as well as original content developed exclusively for each market. Stakeholders were widely dispersed geographically adding the complexity of multiple time zones and languages as barriers to communication.

Additionally, a new subscription and commerce engine needed to be thought through and implemented to enable individuals, teams and larger groups of 15 or more to subscribe, purchase and consume virtual course content.

Since Strategy Execution operates international sites in seven different regions, it was crucial that the new website be scalable and support translation as well as multiple product back end development. The United States had its own course repository. Other countries had a different course assortment.

The new site construction had multiple goals. It needed to accommodate future expansion, including local language translation and content authoring at the office level from all countries. It also needed to accommodate multiple language translations, as well as original content developed exclusively for each market. Stakeholders were widely dispersed geographically adding the complexity of multiple time zones and languages as barriers to communication.

Additionally, a new subscription and commerce engine needed to be thought through and implemented to enable individuals, teams and larger groups of 15 or more to subscribe, purchase and consume virtual course content.

Our technology implementation expertise assured the results the StrategyEX team wanted. Find out more about our Marketing Technology Practice.

“Hiring Arke was the best decision we made to bolster our digital presence.”

Former CEO of Strategy Execution

Success metrics included:

  • Consolidation of seven international sites into one
  • Provide localization of content creation and management
  • Integrate all translations needed for global learning
  • Customized shopping cart needed to handle foreign currency
  • New technology will integrate with new CRM

Solution

Arke approached the project with an eye for both short-term requirements and the future needs of Strategy Execution.

Three target personas were defined:

  • Corporate
  • Government
  • Individual

Journey maps for each of these customer groups were created. Sitecore functionality was upgraded and Marketo integrated. Additional tools were added to support translation and web-based courses.

Once the U.S. website was complete, other Strategy Execution markets were addressed in turn, with the last one completed early 2018. The project was a lesson in strategic technology implementation and keeping a dispersed global team aligned.

The solution included:

  • Upgrade Sitecore CMS
  • Consolidation of seven international sites into one CMS platform
  • Create a consistent voice and brand for all Strategy Execution digital properties
  • New customer journeys were created to enhance experiences and drive conversion of users
  • Plan and implement subscription engine through the lens of marketing to drive conversion
  • Consolidate marketing processes and content workflows to be more efficient

Arke challenged it’s UX and Development teams to enhance the customer buying experience by reducing friction across the site. They passed the test with flying colors.

Arke challenged it’s UX and Development teams to enhance the customer buying experience by reducing friction across the site. They passed the test with flying colors.

Results

Arke’s work on the U.S. website established the model for consolidation of seven global websites across three different technology platforms.

  • The new, uniform design reduced technology labor costs and hosting expense.
  • Reusable design components and seamless language versioning make it easier for the Strategy Execution team to build new pages and versions of pages.
  • Continuous integration/continuous deployment is ongoing, which allows for efficient push button, 3 minute deployment of new code.
  • Arke trained a global staff on content deployment on Sitecore alleviating the need for continuous technical support.
  • Predictable journey-based website experiences greatly reduced bounce rates.
  • Global lead generation with Marketo has led to a lift in highly qualified corporate training buyers.
  • Intuitive integration of CMS, eCommerce, MAP and the subscription engine has led to less friction in customer buying journey.

/ Download a PDF of the StrategyEX Case Study.

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