Brand redesign case study
A client considering a brand redesign approached us to shepherd them through the pre as well as the post brand redesign world with a deep emphasis on customer engagement and conversion. The client also had expectations of a minimum loss in traffic post launch due to the brand redesign repercussions to the .com site. Next stop – more Discovery.
The in-house digital lab team were tasked to develop the responsive site in a close-knit partnership with the ‘technical search’ and content teams. The client Marketing lead and the client content team worked alongside the Beyondiris Engagement director to the finish line.
The stagnancy in user engagement, a decline in search engine visibility, slow demand generation and a decline in conversions were all warning signs that we had our hands full and this was going to be a daunting task. The analysis we had performed on the site and the deep dive manipulating the web analytics metrics, studying the paths to conversion confirmed the task ahead.
Since a redesign was on the docket, the customer journeys we hoped to finesse, the increased use of tagging we planned to introduce all seemed to line up well.
We began the journey with an inventory of the digital and social properties, content to port over, manipulation of data analytics….we followed our redesign checklist journey. The redesign followed the client journey with us as shown in the image above from Junction 1 to Junction 4.
- We accounted for the delta in ‘requirements‘ by remaining agile and lean at the same time (insights from individual stakeholders).
- The brand redesign of wireframe templates for web pages, with SEO tweaks (style guide for brand governance)
- The site architecture, microservices and third party integrations assembled to host the design.
- Voice and tone friendly copy with SEO keywords and metatags (Copy deck) + optimized for regulatory compliance.
- User and Unit testing leading into integrated testing fine-tuned the irregularities.
- A Go-No decision pending, we had accounted for restitch of the indexed pages in Google (301 redirects). The forecasted loss in traffic was forecasted by us to be ~25%-30%.
We had an opportunity to view the entire project in its holistic lifecycle. We were able to glean early that the web metrics results came in below the delta we had forecasted for the first week – a really good sign and a mile marker.
The reengineered customer journey – more of a personalized reveal, rather than the fishing net full of content paid off, handsomely. The marketing qualified leads were up and the key Traffic to Leads ratio metric was favorable. We knew we had the discovery funnel working favorably.
Post launch, six months into the new site we were pleased to see that the tagging work we did was a big win, making it easy for the Site managers to spot signs of sluggish KPI’s.
We are now in the ongoing digital marketing lifecycle, the focus is on continuous optimization. We have since automated the internal work processes from ‘intake’ to seamless dashboard reporting.
The engagement is at a healthy clip and the cost of conversion has narrowed.
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