Managed services program develops strategic roadmap designed to improve KPIs such as contact form submission and average session duration.
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Adobe Target Delivers KPI Improvement for Enterprise B2B Brand
B2B Energy Company
Digital Experience Strategy & Design
Conversion Rate Optimization
Personalization
B2B
Managed Services
Design & Branding
Adobe Target
RECOGNITION
BACKGROUND
An enterprise-grade energy provider and B2B industrial lubricant seller needed to overhaul their home page and various landing pages to increase customer engagement and grow customer retention. They chose to work with Corra and Publicis Sapient for our expertise in building data-backed roadmaps, our roster of analytic experts, and our commitment to strategic relationships dedicated to building programs that accomplish business-specific goals.
Together, Corra &
B2B Energy Company
achieved:
Challenge
Personalization and D2C Experience at Enterprise Scale
Today’s customer demands top-tier end-user experience for every digital interaction. A B2B lubricant dealer’s landing page for industrial-grade plastics manufacturing products has to have the intuitive, engaging, and dynamic UX that a luxury footwear brand’s digital portfolio has. The challenge with this project was to convey a large amount of complex information necessary for the home and landing pages but in a dynamic and data-backed way that increased the KPIs the energy company’s stakeholders felt were most clearly tied to their big-picture strategic goals.
Solution
Adobe Target’s Personalization Capabilities Build Out Unique CRO Program
Adobe Target is a fantastic analytics tool because when used correctly it allows extremely robust personalization and experience segmentation that creates unique and specific experiences for customers. Target’s personalization capabilities include automated recommendations based on user behavior, omnichannel personalization, geolocation-based targeting, and a robust experimentation package that allows merchants to explore various configurations of content display and design strategies to determine which is most successful.
The CRO roadmap Corra and Publicis Sapient built out for this enterprise B2B brand was specifically targeted toward
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Solution
Three Key Objectives all Completed Through Experimentation
Three key objectives needed to be met in this initiative. They were:
- Increase overall customer engagement by creating a dynamic content structure
- Increase engagement by identifying secondary links
- Increase landing page engagement
All objectives were successfully met through a data-backed roadmap designed to target these objectives. Some of the experiments successfully fun included testing multi-point CTA hero banners to determine which most increased customer engagement, a testimonial banner display experiment to establish what kind of social proof was most effective for this specific customer profile, a product selector module experiment where different UXs were tested for a product configurator component, and a contact form display adjustment experiment where the contact form was contracted and expanded to determine what number of fields gave the business the most amount of information and had the most amount of users complete it.
TotalCare Offers Strategic Guidance and Creates Results
TotalCare is a strategic, optimization-based services program that provides guidance, discovery-based workshops, velocity-flexible workstreams, and analytically-driven roadmaps to ensure our collaboration results in the best plan and program for you. It is a flexible program that allows you to choose services from our Support, Growth & Enhancements, and Projects & Strategic Initiative Workstreams according to your specific objectives. By delivering in Agile methodology, businesses never pay for a resource they don’t need and can build a program that is explicitly designed to accomplish their goals.
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Solution
Results
The energy company’s big-picture initiative to increase customer engagement was a success through a personalized, data-backed CRO roadmap designed to target their areas of need. The program was effective because of multi-variate experimentation, Adobe Target, and Corra and Publicis Sapient’s team of experts using data to produce results for the client.
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