Challenge
Ceridian had transformed as an organization and needed a refreshed online presence to communicate its new direction, drive new SQLs, and engage its key audiences. The current system architecture was complex and fragmented. Challenges that were identified: 1. Multiple Calls-to-Actions were included on pages without users being guided toward a clear conversion path. 2. Inconsistent and misleading navigation that created a mismatch between content displayed versus content expected. 3. Pages and tabs with shallow content signaled low content quality to search engines and potentially low value to users. 4. Redirects from retired pages to the homepage were prevalent, missing an opportunity to direct users to content of interest. 5. The mobile experience was not optimized for efficient usability. 6. Data and analytics mapping was inconsistent and measured the wrong data sets. 7. Ambiguous attribution.
Solution
Performed In-Depth Research: 1. Conducted stakeholder interviews. 2. Conducted phone interviews with 13 Ceridian employees, including 2 executive leaders. 3. Assessed the analytics. 4. Audited the content usability and user experience. 5. Examined over 145 pages on the Ceridian corporate, careers, and Canadian sites. We compared the current Ceridian site to competitor sites to gain an understanding of where we could do better. This gap analysis continued to inform our strategic recommendations. This Researched Informed our Strategy & Actions: 1. Streamlined the tracking by refining the funnels, DAI and goal mapping infrastructure to collect accurate data. 2. Implemented a new organic search strategy and site information architecture. 3. Implemented CRO and a UI/UX strategy.
Results
1. 345% increase in organic traffic 2. 57% increase in goal completions 3. 100% attribution measured
SEO Brand
SEO Brand is an award-winning, globally recognized, digital marketing agency. With a full suite of services, we specialize in SEO, paid media, content marketing, social media marketing, email marketing, Amazon optimization, and web design & development for SMBs and SMEs. Our expertise has been trusted by global brands like Montblanc,...
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