Global Paper Company

Integrating a growing digital ecosystem to gather, pass and use data effectively

While the website remains the primary digital touchpoint for their end customers, other martech systems needed to be considered when architecting the new Drupal digital platform.

Customer engagement software, CRMs, digital advertising, and B2B analytics tools were all part of the growing ecosystem that needed to be at the very least, connected, and in some cases, integrated, to connect their tech stack and leverage data. While simple data tracking was the obvious starting point for martech integration, laying the groundwork for an evolving, easy-to-use digital ecosystem was key.

Validating navigation decisions with user testing to improve user experience

By uniting individual business units and once siloed parts of the business, the new way customers can navigate their vast catalog of products is easier to understand, faster to use, and more manageable by global marketing teams.

The website architecture was validated with quantitative user testing to ensure clear paths to the content and tools their audiences needed. On average, the new site performed with a 91% task completion rate, proving an improvement in overall experience.

Building a localization strategy with Drupal, to make content fit for users around the world

Changes in demand for products around the world continue to threaten the shipping industry, putting an intense strain on companies that need to be faster to adjust. Our client needed an agile marketing platform that allowed for product updates, campaigns, and content changes to happen asynchronously, and globally.

Powered by Drupal with a localization strategy we formed after partnering with dozens of international companies, the site is fully equipped to scale to new regions. Languages and localized products can be managed independently, so that different product teams across the world can localize offerings (and translate content) within their locale—easily and without developer assistance.

Staying on-brand with a flexible, component-based design

A challenge that companies of this size often have is design governance. Bringing a new brand to life at scale, and more importantly, keeping it on brand as the website continues to evolve is a fine balance. Too much freedom when it comes to component-based design, and regional marketers can start to deviate and create visual disconnects. However, too little flexibility means marketers can’t deliver the right messages in the right ways. A flexible, yet sustainable design system lets the company’s new brand stretch where needed and remain consistently strong across the globe.

Outcome

The collaboration led to a significant enhancement in the company's digital presence:

• Increased User Engagement: The redesigned website saw a 75% increase in engaged sessions, indicating improved user interaction.

• Improved Accessibility to Contact Information: There was a 67% increase in views to all contact pages, facilitating better customer communication.

• Heightened Interest in Sustainability Content: Sustainability-related page views experienced a 381% surge, reflecting successful communication of the company's commitment to sustainable practices.