Beating Competitors by Scaling Global Search and UX Strategies From Spain to the Rest of the World.
Situation
Spanish colleagues identified that over half of their content was not receiving organic traffic each month, nor did they rank for over 100 priority search terms in Spain. At this time, most of the content was being created globally and then localized without a focus on the keywords customers use…and the results proved it.
Tasks
Identify users’ needs and prioritize content design and structure around those needs.
Increase the website’s visibility to ensure customers and search engines can find the web pages, easily navigate the site, and complete purchase behaviors.
Simplify editorial and product content to close UX failures, as well as drive easier maintenance, optimization, and replication of content internally.
Increase global replication of content through simplified and more targeted experiences to increase the consistency of the brand experience and reduce costs to produce and replicate content globally.
Actions
Our team redesigned the content and information architecture of the Spanish website to better align with customers’ search behaviors and needs. Then, the test was rolled out to include 12 countries in EMEA and USAC.
We held a global workshop for portfolio teams and digital experts from each of the global regions to simplify the replication process and design a global base so that areas could replicate the pieces that make sense for their portfolio mix.
Our team further refined the global content strategy through global UX testing and aligning the purpose of each page type’s content to the customer journey maps.
Results
25 Award Winner - Internal 3M Marketing Award to recognize the most innovative and effective marketing professionals across the global marketing organization.
After expanding the initial pilot to 12 countries across EMEA and USAC:
An increase of about 4.8 million organic visits in the first year
Increase in sales of about $3.5 million in the first year, with an estimated impact of $21 million over 4 years.
Website structure and development model replicated to the remainder of the 83 global domains.