The inbound methodology has no borders. And neither does the impact of your business decisions. For many B2B companies, especially in the SaaS industry, maintaining a global presence has become a crucial component of their success.
A global focus relies on a solid understanding of the vernacular and types of content you’re developing for different people around the globe. One of our client’s, Reward Gateway, had a unique challenge in the realm of global website design and we were eager to help out.
Reward Gateway delivers the leading employee engagement platform in the US by bridging the gap between employers and employees. They’re on a mission to enable employees, worldwide, to be more productive and innovative in the workplace. However, their lack of a regionally-specific website was holding them back from successfully achieving that mission.
Reward Gateway had recently gone through a full re-branding of their company. No small project by any means. With a new vision and brand identity, Reward Gateway knew they needed a lead generating website to support their fresh look. However, they needed a website with specific content and navigation for their three sales regions North America, The United Kingdom, and Australia. Since their product offerings and strategy changed from region to region, Reward Gateway realized a one-size-fits all website just wasn’t going to cut it. With the success of the re-brand heavily dependent on the development of a regionally specific, global optimized website, Reward Gateway reached out to New Breed for help.
Our Process in Motion
Our solution involved exactly what they needed — the development of one global website, comprised of 3 separate regionalized, persona-driven sites. Simple right? The process began as New Breed’s Web Designers worked collaboratively with the Art Directors at Reward Gateway to develop best-in-class mock-ups. These worked with the new branding, but also focused heavily on user conversions. From a conversion standpoint, identifying their buyer personas on a global and regional basis allowed us to determine the best strategy for delivering content and conversion opportunities throughout each geographically-specific site.
In terms of the development, New Breed leveraged the GeoIP functionality in HubSpot’s Smart Content feature to make the main homepage customized with unique content and navigation features for each region. With the aid of HubSpot’s Smart Content, we were able to show banners for users visiting sites outside of their region to lead them to their regionally specific content.
The use of Smart Content didn’t stop there. We implemented it in their resource center to dynamically show the most relevant offers for a given region. By leveraging a URL based logic, we were able to simultaneously allow the site to use a singular set of templates while having the header and footer remain unique to a specific region. As an SEO measure, we utilized standard country codes for URLs, as well as “content-language” META information to achieve the best possible local search results.
Reward Gateway’s new global site — comprised of 3 completely regionalized sites for North America, the United Kingdom and Australia — went live at the start of February 2017. Just in time for their brand relaunch. Since then, Reward Gateway has seen a 39 percent increase in total website traffic. Along with a 28 percent increase in traffic from Organic search, a 61 percent increase in Direct traffic, and a 46 percent increase in traffic from Paid search compared to the previous year.
The increase in sessions Reward Gateway saw for all 3 of their buying regions compared to the previous year proved the power of more persona based, regionally driven site. Their North American-targeted site saw a 24 percent increase in sessions, while their UK site saw a 61 percent session increase and their Australian site saw the most significant session increase of 81.4 percent.
Because of our globalization efforts with SEO and our three-sites-in one approach, the total number of indexed pages increased by 37 percent. When we look back to the months leading up the launch, Reward Gateway has since seen an improvement in overall sessions, users, page-views, pages per session, average session duration and bounce rate (*See image of data specifics below).
The significance of the impact Reward Gateway’s re-branding had alongside the launch of their new website was unparalleled. Their new, regional, Persona-driven content provided a clear path for more optimal conversions and improved user experience. Because of this, the website was well received by Reward Gateway’s sales team as it allowed for leads to be routed, by region, to the most appropriate reps. Overall this redesign was a major undertaking that, aligned with a major company re-branding, had colossal impacts on the entire company. Jonathan Burg, Group Senior VP of Reward Gateway, shared these kind words on behalf of our work,
“I’ve been receiving notes from RG people all over the world who love the site. We should all be extremely proud of the collaboration and our ability to pull off such a large project by a very definitive timeline, aligned with a global re-brand, big press release, and company all-hands. Amazing! New Breed team, I greatly appreciate you putting in the the extra bit that set us up for a polished launch across the globe…we should all be really proud of what we delivered! Thank you everyone!!!”
Reward Gateway has a defining company culture, and their new site allows them to exemplify it in a much more global way. Having the pieces in place to deliver the right messaging to the appropriate contacts, with a little sprinkle of cultural flare in between, Reward Gateway will continue to reap the benefits of their internationally-optimized, lead-generating website.