Summary
Dun & Bradstreet's Data Alchemy Transformed Clicks into Gold, Achieving an Astonishing 176% Surge in Qualified Organic Leads and a Remarkable 110% Spike in Conversion Rates." The unique blend of data-driven strategy, user-centric design, and intent-based SEO set them apart, propelling them to new heights in the realm of B2B conversion optimization.
Challenge
In a digital world brimming with brands vying for online prominence, even an industry leader like Dun & Bradstreet faced a unique challenge. While their global and local presence was strong, the Indian website struggled to achieve the desired conversion rates. Technical glitches, uninspiring content, UI/UX design hurdles, and user journey complexities hindered their path. Though traffic flowed in, the conversion needle lagged, particularly from transactional and commercial keywords. Their SEO ally Infidigit's approach to fixing the situation to address critical technical issues, ensuring a stable foundation for success. Every aspect was delved into, revamping headlines, enriching content, and enhancing the UX of hero pages.
Objective
While Dun & Bradstreet had a substantial volume of website traffic, their primary goal was to amplify conversions, particularly through the Organic channel. With the challenge firmly in mind, Dun & Bradstreet established clear objectives: Increasing Organic Leads, with a stringent qualification process by the BD team. Enhancing Organic Goal Completion, meticulously tracked through Google Analytics (GA). Elevating the Organic Conversion Rate, measured both by the BD team's qualification and GA's goal completion metrics. Significantly reducing the Organic Cost Per Lead (CPL), which was exceeding 600+ for each conversion. Augmenting Organic Goal Completions specifically from the Desktop version of the website.
Strategy
To improve their online presence, understanding the challenges of their website was Infidigit's cornerstone. To do so, Infidigit adopted a clear, deliberate approach: User-Centric Philosophy: Above all, there was a pledge of allegiance to the user. Recognizing that an intuitive, user-centric experience was paramount, an extensive exploration was kickstarted through user research and surveys. Engaging directly with the audience, the idea was to grasp their pain points, preferences, and passions. The feedback served as a compass, guiding the strategic decisions. Technical Robustness: An optimized website isn't just about content; it's about speed, responsiveness, and reliability. The technical team delved deep, addressing critical issues, ensuring fast page load times, and optimizing overall website performance. Mobile Revolution: While desktop was significant, the potential of the mobile demographic was undeniable. Efforts were taken to magnify the mobile experience, focusing on intuitive interfaces and seamless transitions. Lead Quality Over Quantity: With the goal of optimizing D&B's BD team's efficiency, the lead capture process was refined. A strategic change in form structure ensured that only genuine, high-intent users engaged. Strategic Craftsmanship: Key elements like CTAs, forms, and headings were strategically positioned based on user behavior insights. This fine-tuning aimed to guide users seamlessly towards D&B's desired actions. Content Renaissance: The content strategy was reimagined. Every word, every headline was crafted to echo with D&B's users, bridging the brand-audience gap effectively.
Data
The strategy's soul lay in "Data Alchemy." It was a meticulous blend of quantifiable metrics and qualitative insights: Deep Dive Analytics: The journey was underpinned by rigorous data analysis. Employing advanced tools, especially Microsoft Clarity, we dissected user interactions. Every action, from clicks to scrolls, was meticulously analyzed to decipher the user's digital journey. Behavioral Understanding: Comprehensive insights into user behavior, traffic patterns, and engagement rates painted a vivid picture of user interactions and preferences. This deep understanding helped tailor the strategy to cater to specific needs. Direct User Engagement: Beyond mere numbers, the team ventured into the realm of direct interactions. Surveys, interviews, and comprehensive research enriched the insights, giving depth to the data-driven approach. Iterative Evaluation: Embracing a philosophy of continuous refinement, A/B testing was utilized extensively. With tools like Google Optimize, the strategies were consistently fine-tuned based on genuine user feedback.
Solution
Marrying data with design, the creative process was a symphony of insights and innovation: UI/UX Paradigm: With insights from heatmap tools, UI/UX that was both aesthetically captivating and intuitively structured was sculpted. The focus was to minimize friction, enhancing the user's digital voyage. Visual Narratives: Recognizing the potency of visuals, the canvas expanded beyond text. Images, infographics, and videos became integral, narrating D&B's brand story vividly. This multisensory engagement aimed to retain users and facilitate conversions. Trust as a Pillar: There are prominent emphasis on trust signals. The D&B legacy, client success stories, and testimonials supported the narrative, affirming their credibility. This deliberate showcasing aimed to instill confidence in D&B users. SEO With Intent: Their approach to SEO wasn't just about visibility; it was about relevance. By targeting high-intent keywords, the team made sure that their digital footprint resonated with users genuinely interested in D&B's offerings.
Results
Collaboration between Infidigit and D&B teams produced remarkable results from January 2023 to July 2023: Qualified Organic Leads: Increased by a staggering 176% from 297 to 821 leads in July 2023. Optimized Organic CPL: Reduced by 64%, from 605 CPL to a lean 219 CPL in July'23. Organic Lead Goals (Desktop): Surged by 95%, rising from 785 to 1528 goal completions. Organic Lead Goals (Mobile): Improved by 40%, increasing from 159 to 222 goal completions. Conversion Rate: Soared by 110%, from 2.50% to 5.25% in July'23.
