Data-Driven UX + Site Architecture Boosts Website Performance

BCM One Case Study

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OPPORTUNITY

BCM One is a national managed solutions provider specializing in complex, multi-site technology solutions. They offer a wide range of managed service solutions in the telecommunications and IT space, including connectivity, cloud solutions, technology expense optimization, and more.

As the managed solutions market is growing rapidly, the industry is extremely competitive and highly saturated. Despite BCM One’s clear market differentiation, their website did not effectively highlight their unique strengths, industry accolades and proprietary advantages. These elements were buried deep within the site. In fact, as we would discover in our user experience (UX) audit, many important pages were hidden and rarely seen by site visitors.

Additionally, the legacy site architecture was slow and not positioned to support consumers’ increasingly mobile-first behavior. This presented BCM One with a prime opportunity to revisit not only the overall UX and content strategy of the site, but the technical architecture as well.

SOLUTION

To start, we conducted a large-scale UX audit to analyze on-site consumer behavior, identify conversion bottlenecks, and understand consumer pain points. This audit leveraged proprietary BCM One site data, heat mapping and other datasets that allowed us to prioritize key strategic and tactical opportunities that would allow BCM One to improve the website experience for current and potential stakeholders.

Throughout the audit, we found that a full site redesign was necessary to provide BCM One with a solid foundation on which the company could scale their digital acquisition & retention efforts long-term. This approach commanded the need for several cross-functional teams working together across UX + Design, Development, Client Strategy, Decision Science, and Project Management. During the redesign process, our team focused on 4 core elements:

User Experience (UX)

A new sitemap and navigation structure reduced the number of site pages by nearly 50%, providing a cleaner, more focused customer journey through key actions and decision pages. We also restructured all major sections of the site to make the overall user flow more cohesive.

Site Architecture

While the old site was also built on WordPress, we created a new custom template for BCM One in WordPress that would support both design and functional needs. Our development team implemented clean code & faster hosting via WPEngine. We also optimized the overall site architecture to improve site speed and align more closely with web accessibility guidelines.

Content Strategy

Our team collaborated closely with the BCM One team to refocus the website’s content approach from its original service-focused messaging to a customer benefit focus. By zeroing in on solving key consumer pain points, we surfaced elements of brand differentiation across BCM One’s solutions and clearly communicated how BCM One can support its clients. This new content strategy relied on robust keyword and competitive research to position BCM One’s target consumer at the forefront of messaging.

Technical SEO

To ensure BCM One’s marketing team had a strong foundation on which to build, we ensured that the new website was well-optimized for organic search visibility. The core goal was to ensure visibility and rankings for key traffic-driving search queries were not negatively impacted by the site migration process. Our team blended on-page SEO, structural optimizations, and granular post-launch monitoring to ensure BCM One’s organic search health remained intact.

RESULTS

Improved Lead Generation via Website

40%

Year over year increase in Contact Us form completions, with no paid media influence

162%

Year over year increase in Contact Us form completion rates since site launch

Improved Website Health & Performance

839%

Improved desktop site speed

567%

Improved mobile site speed

Increased Accessibility score
(13% improvement)

Maintained Organic Visibility on Core Keywords

“Anvil's data-driven approach made our website redesign process focused exclusively on key elements to grow our business - driving leads and revenue. While the end website was beautiful, the real accomplishment was the huge immediate increase in performance - 40% year over year lift in contact us forms and massive improvement to website site speeds across mobile and desktop. Through our partnership, we are confident that we have built a website that can serve as a strong foundation for our future marketing initiatives.