New Persona-driven Website Increases Engagement and Leads
MTS is a leading global manufacturer of high-performance test and simulation systems. Before 2020, its website user experience (UX) was not fully developed and lacked compelling content and optimized conversion paths. As a result, MTS was seeing high bounce rates, short visit sessions and low conversion rates. In fact, the UX was so difficult that many MTS salespeople preferred to use a competitor’s website to look up industry standard testing requirements.
The MTS marketing team partnered with The Mx Group to create a customer-focused strategy that would complement its website optimization and digital transformation. With optimized conversion paths, persona-driven site architecture and an enhanced web presence, we helped MTS achieve the following:
Increase in lead gen conversion as a percentage of all visits
Decrease in site bounce rates
Decrease in homepage bounce rates
Increase in time spent on the site
While we’ve helped support site updates, ultimately our goal was to provide the MTS marketing team with a nimble, user-friendly admin within their Sitecore CMS, so they can continue to develop and implement content on the site on an ongoing basis. With a number of robust, flexible modules and page templates, the MTS marketing team can do just that.
“Changes in the system used to take days,” said Andrea Juhl, marketing communications manager for MTS. “Now we can make changes on our own in minutes due to the flexibility of the design.”