Building a best-in-class content to conversion strategy
SAP Hybris launched The Future of Customer Engagement and Commerce (FCEC) to nurture industry professionals with valuable information using a journalistic and audience focused approach.
They needed a scalable and flexible site that had a modern look and feel, met the needs of a number of different stakeholders, and achieved improved performance for the demand generation team.
We spearheaded the design and structuring of the site to support a content strategy that aligns with the business goals and provides original and journalistic content. To increase engagement and promote social sharing, we optimized article pages for search and added unique features such as “highlight and tweet,” graphic callouts and polls. We increased leads by strategically integrating CTAs, providing multiple ways for users to sign up and creating mobile friendly layouts. These tactics led to an 18% increase in daily email signups and a 9.7% increase in the already impressive email open rates.
The site continues to evolve as a go-to destination, guiding businesses through their digital transformation. The Future of Customer Engagement and Commerce provides evocative, thoughtful and relevant imagery paired with outstanding content has increased page views by 20% while driving impressive 1.6% click-through rates and 18% increase in newsletter subscriptions.