Increase in Website Traffic
Fresh of the heels of a rebrand, Reward Gateway was looking to update their website to reflect their new identity. However, they had three different sales regions with their own unique product offerings and strategy and needed their website to effectively address all three.
Location: London, England
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
Our solution involved exactly what Reward Gateway needed — the development of one global website, comprised of three separate regionalized, persona-driven sites.
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
In terms of the development, New Breed leveraged the GeoIP functionality in HubSpot's Smart Content feature to make the main
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.
In the first month after the launch of Reward Gateway's new global site, they saw a 39% increase in total website traffic, along with a 28% increase in traffic from organic search, a 61% increase in direct traffic and a 46% increase in traffic from paid search compared to the previous year.
The increase in sessions Reward Gateway saw for all three of their buying regions compared to the previous year proved the power of more persona-based, region-driven site. Their North American site saw a 24% increase in sessions, while their UK site saw a 61% session increase and their Australian site saw the most significant session increase of 81.4%.
Because of our globalization efforts with SEO and our three-sites-in-one approach, the total number of indexed pages increased by 37%. 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
Reward Gateway has a defining company culture, and their new site allows them to exemplify it in a much more global way. With all the pieces in place to deliver the right messaging to the appropriate contacts and add a little sprinkle of cultural flair in between, Reward Gateway will continue to reap the benefits of their internationally-optimized, lead-generating website.
“I've been receiving notes from Reward Gateway 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. ”
Jonathan Burg | Group Senior VP | Reward Gateway
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