HOW DOUBLEDUTCH · It became difficult to properly score leads because the DoubleDutch team...
Transcript of HOW DOUBLEDUTCH · It became difficult to properly score leads because the DoubleDutch team...
Case Study
HOW DOUBLEDUTCH INCREASED THEIR
CONVERSIONS BY 46%
Growing your content production isn’t easy, especially when your website is owned by the engineering team through a custom internal build – completely outside of a CMS. The team at DoubleDutch knew this struggle a bit too well.
Once content finally made it live (after weeks of passing through different hands), DoubleDutch’s Senior Marketing Manager, Justin Gonzalez, found new obstacles in regards to creating an experience that attracted readers and gaining valuable insights into what was actually working.
We lost visibility into what leads did with the content after they received it because we w e r e u s i n g s t a t i c P D F downloads. Did they actually read the piece? How far did they get? Where is the drop-off? Did they skip ahead to a different section? We had zero visibility into engagement with our content.
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Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
It became difficult to properly score leads because the DoubleDutch team couldn’t know for sure if a
downloaded PDF was ever read – or even received. On a few occasions, prospects told DoubleDutch’s sales
team that they never received an email with the piece of content they signed up for.
This is when came to
to help increase their visitors, impressions, and conversions.
Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
REGAININGCONTROL
OVER CONTENT
To make matters even more confusing, the sales team would frequently create duplicates of old or expired collateral since they didn’t have a go-to
place for up-to-date content. This only led to more clutter and disarray.
After Uberflip proved its worth as a better way to organize DoubleDutch’s content, it was evident just how autonomous the marketing team would become after its initial content import only took one day with a helping
hand from Uberflip's Customer Success team (remember, it used to take two weeks to just upload one PDF to their website!).
The move to Uberflip also allowed Justin and his team to finally take back
control of their content.
Moving their resources to the Uberflip platform was the first step DoubleDutch took toward maturing their content strategy. Like many
other marketing teams in need of a solution, DoubleDutch used to keep track of all of their assets within a Google Doc spreadsheet but after the switch, they were able to better keep
track of and organize their content.
Initial content import took one day!
Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
I no longer have to rely on engineering to push new content onto our website. Meaning we can run campaigns quicker
than ever, and iterate on our strategy when needed,” Justin shared.
“
Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
A BETTEREXPERIENCE
MEANS BETTER RESULTS
Process taken care of, Justin and his team were able to focus on improving the overall content
experience. They were able to organize the content for better discoverability as well as add
more strategic CTAs to the content flow, leading to increased engagement and
conversions.
In fact, over two quarters since their new Hub’s launch, the more strategic placement of CTAs garnered a 219% increase in impressions and an
overall 46% in conversions.
While it was great to see these numbers go up, Justin knew that without proper insights into these numbers, they were more or less meaningless. Uberflip’s Flipbook design enabled the DoubleDutch team to see exactly what their visitors were doing after they filled out a form. They could now go page by page to see where their readers were dropping off, on
which pages readers were staying longer, and pinpoint areas where readers zoomed in to show a greater interest.
These insights allowed the marketing team to build a stronger content
plan with the confidence that they knew exactly what their readers wanted to see – and what they didn’t.
Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
I can honestly say the team has been wonderful to work with,” Justin
commented about DoubleDutch’s Uberflip implementation. “Yes, we’ve hit a few bumps along the way, but the people behind Uberflip are just
some of the most amazing I’ve ever met. On top of that, the onboarding
experience was flawless, the platform works as expected, and the
team is incredibly responsive.”
“ Armed with this information, Justin was able to transform content from
a service center into a center of excellence, informing every part of the business strategy at each stage
of the customer journey.
Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
Key Statistics
Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
Challenges: Results:
CONTROL
The marketing team had to rely on the
engineering team to make changes to their
resource center or publish new content. Thus, their campaign
timelines had to adjust to the needs of
a different department.
EXPERIENCE
DoubleDutch’s previous resource
center made it difficult for visitors
to navigate to different pieces of
content, resulting in suboptimal
engagement and conversions.
INSIGHTS
Of those visitors who did convert, the
marketing team had no way of knowing if
they ever consumed a piece of content. This
made passing on quality leads especially
difficult.
24 HOURS
DoubleDutch was able to build their new
Content Hub in just one day – finally
without the help of their engineering team.
CONVERSIONS
Once the content experience was
optimized, DoubleDutch saw a boost in conversion
numbers largely in part due to the new placement of strategic and relevant
CTAs.
Uberflip Case Study - How DoubleDutch Increased Their Conversions by 46%
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