Law firm Taylor Wessing continuously improves UX and conversion through web experimentation
Taylor Wessing
Meeting the digital experience demands of the world’s most innovative clients
At a glance
- Taylor Wessing needed a digital experience that matched the expectations of its tech-savvy client base
- UNRVLD created and delivered a programme of continuous improvements to the site using experimentation to test new features and designs
- Improvements are closely tied to the firm's commercial goals, with optimised journeys for target clients increasing inbound enquiries
Impact
213%
Increase in click-throughs to Find a Lawyer
Objective
Taylor Wessing is a global law firm operating across 17 locations, supporting clients in 40 languages. During a period of rapid growth, the firm recognised the need to modernise and scale its digital presence to stay ahead of evolving client expectations and business priorities.
Optimisation of the firm’s website was an essential aspect of Taylor Wessing's growth strategy. Given its strong client base in industries including the tech sector, a low-friction, user-friendly digital experience was non-negotiable. The digital platform needed to elevate brand awareness, reflecting its proven expertise while offering a seamless and insightful experience for visitors.
With a website built on Sitecore, and Optimizely Web Experimentation (OWE) chosen as the experimentation platform, UNRVLD was perfectly placed to support as an expert in both technologies.
Solution
UNRVLD embarked on a continuous improvement programme for Taylor Wessing’s website, building a site improvements roadmap and leveraging experimentation to test the impact.
We streamlined the site’s information architecture to improve UX and user journeys. Parallel agile workstreams have focused on design optimisation, conversation rate optimisation and SEO.
High impact features and designs have been subjects for experiments. For example, the homepage hero area has been reimagined to better communicate the firm’s value proposition and drive engagement. Key services have been moved higher, introductory text streamlined, and the “Find a Lawyer” call to action made more prominent.
Lawyer profile pages have been redesigned to improve discoverability, plus an events system developed to support the promotion of both standalone and series-based events.
Outcome
5%
Uplift in target clients landing on lawyer profiles
3%
Increase in conversion on lawyer profiles
The continuous improvement roadmap and monthly experimentation cycles are delivering sustained experience improvements across the site.
For example, experiments conducted have resulted in Taylor Wessing achieving a 213% increase in click-throughs to Find a Lawyer and an 18.6% increase in click-throughs to services.
These gains directly support Taylor Wessing’s strategic KPIs, particularly a 5% uplift in target clients landing on lawyer profiles with Corporate, Contentious, Regulatory and IP expertise. This has led to a 3% uplift in conversions on those profiles and a 10% increase in sessions on related expertise pages.
What's Next
Together, UNRVLD and Taylor Wessing continue to optimise its digital experience through the ongoing web experimentation and CI programme.
The UNRVLD team has consistently delivered beyond expectations, from strategic insight through to execution. Their deep understanding of how to set up and scale a continuous improvement and experimentation programme has increased our digital maturity as a business, while at the same time quickly delivering improvements clients benefit from across our site.
Jasmin Bailey
Senior Marketing Manager
Further info
Services
Technologies
- Optimizely
- Sitecore
