Problem
Ceridian had transformed as an organization and needed a refreshed online presence to communicate its new direction, drive new sales leads, and engage its key audiences. The current system architecture was complex and fragmented.
Challenges Identified
- 1 – Multiple Calls to Action 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 signal low content quality to search engines and potentially low value to users
- 4 – Redirects from retired pages to the homepage prevalent which miss an opportunity to direct users to content of interest
- 5 – A mobile experience that was not optimized for efficient usability
- 6 – Data and analytics mapping inconsistent and measuring the wrong data sets
- 7 – Ambiguous Attribution
Actions Taken
- 1 – In Depth Research Performed
- 2 – Stakeholder Interviews
- 3 – Conducted phone interviews with 13 Ceridian employees, including 2 executive leaders
- 4 – Analytics Assessment
- 5 – Observed tracking in place and made adjustments to the funnels to collect accurate data for a baseline
- 6 – Content Usability/User Experience Audits
- 7 – Examined over 145 pages on the Ceridian corporate, careers, and Canadian sites.Compared the current Ceridian site to competitor sites to gain an understanding of where we could do better
- 8 – Implemented the new Organic Search Strategy and Site Map
- 9 – Implemented new data, analytics and goal mapping infrastructure for the new website
- 10 – Provided the best practice UI/UX strategy from our lead UI/UX designer Joseph Kilrain
Results Achieved
345% Increase in organic traffic
57% Increase in goal completions
100% Attribution measured
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