Creating a new, professional and concise Union Square site to fully reflect their value proposition.
Union Square are one of the leading providers of business and project information management software. They have been providing solutions worldwide since 2001 to ensure architects, engineers and construction organisations can work more efficiently, reduce corporate risk and collaborate effectively.
Union Square approached us for a new website and digital strategy to enable them to effectively present their brand to the 40,000 architects, consultants, developers and engineers across 350 organisations and 15 countries that use their business management solutions.
Their site had some issues presenting a clear message to users, it was confusing to navigate due to too many pages and didn't provide a clear user journey. All of this meant it lacked a clear value proposition. They needed a new site with a clear, professional and concise architecture and design. Furthermore, they also found that they needed much better reporting on the site, particularly recording micro-conversion events such as pdf downloads and event sign-ups.
When designing their new site structure, we ensured that there was a very clear user journey so that users could navigate the site easily and find what they were looking for with ease. This meant that their site would now provide clear value for their users.
Another way in which we improved their campaign success visibility was to implement Kentico EMS. Previously, Union Square found it difficult to be sure of how visitors were using their site, how engaged they were and how their landing pages were performing, but EMS made an overview of their site performance and individual campaigns possible. This improved visibility meant that they could focus their marketing efforts with leads versus casual site visitors by using personas and contact groups. This enabled them to create much more personalised content for their visitors depending on what those visitors most wanted from the site.
Furthermore, they were paying for subscriptions from Hubspot, Mailchimp and Pure360, consolidating this into just EMS meant that it was a lot easier to manage site functions all in one platform.
Finally, it also allowed them to monitor their email marketing efforts for events much more closely. Previously, Union Square had a labour intensive process of manually nudging users that did not respond to initial emails but by using Kentico EMS, they could now automate this process. They can now be sure of success rates and reach out to potential customers.
Our implementation of Kentico EMS meant that their marketing campaigns were consolidated under one roof. EMS also improved on their tracking, which had previously lacked clarity. By automating marketing processes and ensuring that campaign creation was a lot smoother, their email open rate, click-through-rate have improved by 147% and 115% respectively. They also saw great improvements for their paid events, with an open rate increase of 311% and a click-through-rate of 353%. This has led to a 107% increase in prospects attending lead generation events. There was also a customer satisfaction of 98.6% for the whole events process.
Furthermore, since the website went live, it saw a 28% increase in sessions and 5% decrease in bounce rate. There was also a phenomenal 21% increase in 'software demo' conversions, demonstrating that excellent design and easy site functionality led to a clear return on investment for the company.
What do Deltek Union Square say?
Sarah CrawfordMarketing Director
“The redevelopment of the Union Square site has meant we can effectively present our brand and provide a clear value proposition to AEC and construction organisations, which has been very important for us strategically. Transitioning to Kentico EMS has also made our marketing efforts a lot easier and more effective. We can now monitor our campaigns much more effectively all from one platform instead of using multiple platforms. Furthermore, by making use of the marketing automation that Kentico EMS offers we’ve seen some great results, especially for our events, which see greater attendance and conversion rates.”