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The Client
Dun & Bradstreet is a global leader in B2B data, analytics, and AI-powered platforms. Since 1841, the company has helped businesses around the world grow and succeed by leveraging its Data Cloud, which houses more than 500 million business records. Their solutions drive growth, increase revenue, strengthen relationships, and support compliance in an increasingly complex business environment.
The Objective
Although Dun & Bradstreet attracted substantial website traffic, the primary focus was to boost conversions—especially through the organic channel. With this challenge in mind, the company outlined several key objectives:
- Increase Qualified Organic Leads, rigorously vetted by the Business Development (BD) team.
- Improve Organic Goal Completions, closely monitored using Google Analytics (GA).
- Boost the Organic Conversion Rate, evaluated by both the BD team’s lead qualification process and GA’s goal tracking.
- Significantly Lower the Organic Cost Per Lead (CPL), which had previously exceeded $600 per conversion.
- Drive More Organic Goal Completions from Desktop Traffic, optimizing for the desktop user experience.
The Challenge
In today’s digital landscape, where countless brands compete for online visibility, even a global leader like Dun & Bradstreet faced a distinct challenge. Despite strong global and regional presence, our Indian website struggled to deliver the desired conversion rates.
Several factors stood in the way: technical issues, lackluster content, design and usability challenges, and a fragmented user journey. While website traffic was steady, conversions—especially from high-intent transactional and commercial keywords—fell short of expectations.
Our path to improvement began with a deep dive into the core issues. We tackled critical technical problems head-on, laid a solid digital foundation, reworked headlines, enriched key content, and revamped the user experience on high-impact pages.
The Solution
In a fast-paced digital environment, identifying the root challenges of our website became the foundation for real transformation. To overcome them, we implemented a strategic, user-first approach:
- User-Centric Approach: Our top priority was the user. Through extensive user research and surveys, we listened closely to our audience—understanding their frustrations, preferences, and expectations. Their feedback became the backbone of our decision-making process.
- Technical Excellence: Website performance goes beyond content. Our technical team tackled backend issues, optimized load speeds, and ensured the site was fast, reliable, and responsive across all platforms.
- Mobile Optimization: While desktop traffic remained valuable, the rise of mobile users couldn’t be ignored. We enhanced the mobile experience with cleaner interfaces, smoother navigation, and a more intuitive design.
- Quality Over Quantity in Lead Generation: To boost the efficiency of our Business Development (BD) team, we restructured lead forms to filter out low-intent users—ensuring only serious, high-quality prospects made it through.
- Data-Driven Decisions: Advanced analytics tools, especially Microsoft Clarity, were instrumental in revealing how users interacted with the site. Every scroll, click, and hesitation was analyzed to improve the overall journey.
- Behavioral Insights: We used data to map detailed user behavior, traffic trends, and engagement patterns—allowing us to personalize experiences and optimize site flow accordingly.
- UI/UX Enhancements: Using insights from heatmaps and behavioral tracking, we reimagined our UI/UX to be visually compelling yet functional, reducing friction and encouraging engagement.
- Building Trust: Trust signals were prominently featured across key pages. From showcasing our brand legacy and client testimonials to emphasizing success stories, we reinforced credibility at every touchpoint.
- Intent-Driven SEO: Our SEO strategy was built on keywords, relevance, and user intent. By targeting high-intent search terms, we attracted users who were actively seeking our solutions.
The Result
The collaboration between Infidigit and the Dun & Bradstreet team led to impressive results from January 2023 to July 2023:
176%
64%
95%
40%
110%
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