About the Client
The client is one of the largest Mobile Engagement and Communications providers with deep expertise in key industries and has been helping clients for over 18 years to connect with their customers in 150 plus countries. They had recently rebranded their company and launched 2 new websites each catering to different audiences.
Their primary TGs were:
1. Businesses who use the services to engage with their customers.
2. App developers who could integrate the SMS API and reduce their development effort
respectively.
Key Challenges
As the brand catered to customers all over the world while also being a digital-only business, the website was the critical centre-point of marketing. Also, there were several product-centric campaigns which were live and amassed thousands of visitors per day on the website. Hence the primary concerns were:
1. Pro-active improvement of customer experience.
2. Website availability & performance.
3. Improving conversion rates across website modules.
The Solution
Phase I: Audit
1. We initiated website audit in three high-level categories, namely in terms of performance, design and user experience.
2. By using various 3rd party as well as proprietary website performance testing tools, we benchmarked the detailed website performance and identified possible loopholes present in the website’s performance.
3. With agile & frequent testing, we tested website’s design for its robustness and compatibility across different platforms and browsers.
4. We analysed user behaviour using multiple platforms as well as heat maps across site pages to identify various aspects right from content to creative and site structure that promote users bouncing off.
Phase 2: First-steps first
1. We started first with improving the overall site structure such that the website can facilitate a 3-click-navigation strategy. By implementing this, any user, on any page of the website, can navigate to any other intended pages within 3 clicks.
2. Second step was closing website performance gaps. This involved serving scaled images, deferring JavaScript and CSS files, leveraging browser caching, etc.
3. We then moved to fix the design and compatibility issues identified in the audit to make sure the website can be experienced perfectly on all major browsers and operating systems.
Phase 3: Deploying CDN
The website was being accessed from over 150 plus countries, while being hosted at only 1 location on AWS. This increased latency, hampered user experience and promoted user bounce rates.
1. We implemented a Content Delivery Network (CDN) so that the website’s static content was cached in over 200 locations worldwide, each serving to nearest requests.
2. This drastically improved website loading speeds across locations and also helped minimise load on the origin server.
Phase 4: Security
1. Since the website housed a lot of mission-critical client data and APIs, it was imperative to have a secure environment all across.
2. We started with carrying out server hardening which involved installing various security patches on the server, closing unused ports, using the latest web protocols, etc.
3. Second step was securing the website code from any possible exploits or bugs. This involved upgrading CMS and plugins to latest versions, reviewing file permissions, and limiting suspicious user activities.
4. Third and final step was securing the website from large outside attacks like DDOS. The CDN helped implement this layer where the site stays online despite any ongoing DDOS attacks.
The Results
Our passionate attempt, thoughtful planning, in-depth knowledge on the WordPress CMS website maintenance and years of experience helped us maintain the website that encompasses engaging UI and high performance. The fast loading speed, easy-to-use interface, easy navigation and attractive design have really helped the company to reach maximum audience. The client experienced growth in its business and an increased ROI through this highly functional website.
110%
Improvement in loading speed
50%
Drop in bounce rate
99.99%
Website availability
25%
Increase in returning users
57%
Increase in pages per session
About DG7
DG7 Solutions is an analytics-focused, research-based consulting partner for medium and large organizations offering end-to-end Digital Marketing Solutions.