Avanade.com was already an important channel for the business – where more than 80% of our target clients engage, approximately 40% of marketing leads originate and over 8,000 candidates apply each year for new career opportunities. However, our marketing, sales and recruitment data suggests that the way people engage has changed dramatically. To support our business transformation, we needed a new design system and content strategy: an agile, cloud-based architecture and future-ready capabilities.

Today, digital interactions are a major catalyst for business growth. Our client results are consistent with Forrester Research’s findings that companies prioritising their customer experience see 1.7x faster revenue growth on average. Even with the current site meeting our business objectives, we challenged our primary digital customer experience channel to add 20% more leads through the website.

In response to evolving market dynamics, our former website accumulated an increasing amount of content and technical customisations, resulting in heightened complexity and technical debt. When we analysed the impact of our content, we found that 90% of traffic engaged with just 10% of our content. We also recognised the need for new data capabilities as compliance for GDPR regulations prevents understanding a third of our visitors regressing the site.