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Enhanced ecommerce discoverability for B2B supplier YPO
Helping YPO’s B2B customers to more easily discover and buy online drives significant incremental online revenue
Search experiences that support how B2B customers discover
and buy
YPO is a British B2B supplier of products and services to schools, local authorities, emergency services and charities. Facing growing competition from specialist suppliers in the education market, YPO knew it needed to bolster its B2B digital presence.
While planning a longer-term digital transformation journey for the business, UNRVLD uncovered some quick wins that would have immediate impact. New customer acquisition from organic search was under-potentialised, particularly visibility for non-branded keywords. Plus there were challenges for YPO’s customers to find all the products and services they might want to buy once on the site.
Addressing these issues would benefit customer experience and SEO rankings, delivering revenue uplift prior to the roll-out of the rest of the digital improvement roadmap we have planned.
increase in top three search result positions for tracked keywords
increase in ecommerce revenue from organic search sessions
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Global scale, personal relevance
With 94 offices worldwide Arup has a diverse customer base and a need to produce a huge volume of content globally to engage them. We developed a new framework to bring consistency across all content types, with defined structures to guide creators in how to deliver key messaging. New workflows and permissions were established to manage output with on-site personalisation to ensure the right information was served to each target audience.
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Complex ideas, simply executed
Arup needed to be able to communicate complex ideas, challenges and solutions to its customers. The experience we designed helped to break this down into shorter, more consumable pieces of information, whilst providing users with the ability to deep dive into more detail or technical depth at any point. This created narratives that were easier to scan and focused on conveying the wider impact that Arup delivers across the globe.
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An experience aligned to the future business vision
All journeys on site are focused on guiding customers through to the most relevant areas, allowing them to find details or explore content, while driving them towards conversion.
Dr Erin Gill
Global Marketing Director, Arup
