Avanade evolved
What matters to Avanade is creating a compelling, client-centric digital experience
To progress our narrative and our relationship with our current and prospective clients and talent, we acknowledged the opportunity to reflect our value through a modern, digital experience. Looking to launch in record time, we used Avanade X, our experiences division, to redesign and build the new Avanade.com. We chose Sitecore’s best-in-class composable Digital Experience Platform (DXP), a platform we have delivered to over a thousand companies over the past decade. Our unparalleled Sitecore partnership allowed us the ability to use the latest, most advanced cloud-based web content and asset management capabilities from Sitecore along with our own Sitecore MVPs and experts from around the world, including our technology centers across India. The new Avanade.com enables us to do what matters to evolve our brand to match the excellence we deliver for our clients.
Motivations for action
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 prioritizing 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 customizations, resulting in heightened complexity and technical debt. When we analyzed the impact of our content, we found that 90% of traffic engaged with just 10% of our content. We also recognized the need for new data capabilities as compliance for GDPR regulations prevents understanding a third of our visitors regressing the site.
Adaptable approach to gain velocity and quality
We wanted to deliver at pace while never compromising the quality and experience. Therefore, we had to be decisive and stay ruthlessly focused on the impact for each phase element. We used data to develop insights that informed our design, content strategy and the future customer experience.
Through workshops with blended teams that included strategists, designers and technologists, we rapidly developed the designs and captured the requirements to develop the site on Sitecore XM Cloud and Content Hub.
We quickly established a governance model to streamline and improve our ways of working, increase accountability and deliver site releases faster with greater impact. Streamlining content development and publishing is a priority, and we continue to optimize our approach to create a seamless and robust process.