Engine Room Drives User Engagement with Optimizely CMS

Executive Summary

In an ambitious eight-month build, Engine Room successfully launched a key online platform for a prominent manufacturer of building products. The goal of this project was to modernize the online experience by transforming its outdated content management system (CMS) into the dynamic and versatile Optimizely CMS. By doing so, the site not only upgraded its aesthetics and usability but also introduced enhanced functionality, including improved site search capabilities and multi-language support across strategic markets.

Project Overview

The primary objective of the website redesign was to migrate from its aging CMS, which hindered operational efficiency and user experience, to the Optimizely CMS platform. Key challenges associated with this project included:

• Site Search Functionality: The pre-existing site search capabilities were inadequate, resulting in a frustrating user experience that often discouraged potential customers.

• Multi-Language Support: The need for multi-language functionality became a priority, targeting not only US English consumers but also Canadian English and Canadian French-speaking audiences.

• Integration with Existing Systems: Integrating with Bynder Digital Asset Management (DAM), HubSpot, and Azure Single Sign-On (SSO) was crucial for a seamless user experience.</span

Technical Details and Integrations

The project leveraged the comprehensive capabilities of the Optimizely suite, which includes:

• Optimizely CMS: A robust foundation for a dynamic website, allowing for streamlined content management.

• Optimizely Search & Navigation: Provides intelligent search and filtering capabilities, enabling users to quickly find relevant content, products, or information.

• Optimizely Data Platform (ODP): This platform facilitated data gathering and analysis, enhancing personalized user experiences and providing data for analytics.

• Content Marketing Platform (CMP): Creating more content with Optimizely enabled improved content delivery and management, which is vital in driving engagement.

Furthermore, integration with HubSpot streamlined forms and data management processes, and provides an interactive chat agent. One of the notable successes of the project was the migration of over 600 SKUs (Stock Keeping Units), ensuring that the integrity of product data and descriptions were kept intact. Additionally, the initiative resulted in an impressive 50% improvement in page load time, reducing it from 10 seconds to just 5 seconds — a vital enhancement for user retention and satisfaction.

The project also focused on implementing foundational personalization features to better cater to the diverse needs of its user base, understanding that tailored experiences can significantly improve conversion rates and customer loyalty.

Challenges and Solutions

Throughout the project, various challenges emerged, necessitating innovative solutions. The transition to the Optimizely suite was not without hurdles, yet each challenge presented an opportunity to improve the project’s scope:

• Integrating with Existing Systems: One significant hurdle was making certain that existing systems, including the Bynder DAM, Azure SSO, and HubSpot worked harmoniously with the new Optimizely environment. This required extensive testing and collaboration between technical teams but ultimately strengthened site functionality and security.

• User Experience Optimization: In addressing the outdated site search functionality, a user-centered design approach was implemented. By utilizing the full potential of Optimizely CMS, the team designed an intuitive search experience that included advanced filtering options and relevant product suggestions based on user behavior.

• Content Migration: The migration of over 600 SKUs posed a risk of data loss and inconsistencies. Adopting a meticulous inventory approach allowed for systematic migration while ensuring that product information was accurate and up to date in the new system. Creating more content with Optimizely not only facilitated this process but also empowered the team to enrich the site with relevant and engaging material.

These challenges illustrate the resilience and adaptability of the project team, as each obstacle was overcome through strategic thinking and expert utilization of Optimizely’s functionalities.

Key Improvements and Features

Engine Room’s introduction of Optimizely to this major building products manufacturer brought about several key improvements and features that significantly enhanced the user experience and operational efficiency:

• Enhanced Site Search: Users can now easily locate products through an upgraded search feature, reducing frustration and increasing conversion rates. Key features include search filtering, faceted search, custom sorting, synonym matching, spell checking, fuzzy search, auto-complete, related searches and more.

• Multi-Language Capabilities: The site now effectively serves a broader audience, supporting US English, Canadian English, and Canadian French — catering to diverse customer needs and increasing market reach.

• Integration Efficiencies: The seamless integration of HubSpot for forms and data management, as well as an interactive chat agent, enhances lead capture and nurturing processes, resulting in improved customer relationships.

• Speed Optimizations: The reduction of page load time by 50% directly impacts user satisfaction, encouraging visitors to stay longer and explore more content.

• Personalization Features: Initial personalization capabilities have precipitated a more tailored browsing experience for users, enhancing engagement.

A New Era for a Building Products Manufacturer

The successful completion of the Optimizely project for a major player in building product manufacturing underscores the transformative power of a modernized digital platform. By effectively utilizing the Optimizely suite, the Engine Room team built a robust, user-friendly, and responsive website that not only meets the current needs of its users but also sets a strong foundation for future growth and scalability. This initiative exemplifies how strategic redesign and technological adoption can create immense value and drive business success in a competitive landscape.

For guidance on leveraging Optimizely CMS for your business, contact our Optimizely experts today!