Convert-it: Data-driven design for Shred-it The ask Over the past five years Shred-it Inc. has grown from being North America and the UK’s premier paper shredding service provider to the world’s largest document destruction and information security company. To achieve this phenomenal growth, Shred-it required a sophisticated, global online platform that would drive the company’s ambitious marketing and sales efforts, and provide existing customers with a suite of easy to use online tools for administering their Shred-it account. The answer Shred-it engaged us to be their digital agency of record, and to design and develop a global family of seventeen corporate websites, a customer self-service portal, and a robust digital marketing platform designed to drive lead generation and engagement. We implemented a sophisticated digital marketing strategy and suite of marketing automation solutions, enabling Shred-it to: Dominate web search for key search terms and phrases in multiple cultures and countries, as well as local search rankings Target millions of prospective customers through personalized email DRIP marketing content, online marketing campaigns, paid search, and various re-marketing tactics Achieve unprecedented lead generation conversion rate percentages Empower the company’s global sales team to convert leads to customers with real-time integration with CRM . This enables sales reps to prioritize opportunities based on data-rich lead profiles. Our engagement with Shred-it's marketing team and strategic partners is collaborative and analytics-driven, allowing us to optimize Shred-it’s online presence and lead generation efforts. This approach considers both the short and long game, with incremental changes informed by a big picture roadmap. Key user experience features: Simple, streamlined user experience that emphasizes key user goals Geo-detection to place users on the appropriate national website, in the appropriate branch for their location Conversion-optimized experience that drives users to complete a Get a Quote form, or to opt-in to a nurture program Engaging thought leadership content Key design features: Clean, modern, and flexible responsive design that works across many breakpoints/devices and cultures/languages Device-optimized design for key conversion points (e.g., desktop users are funneled to web forms-based conversion pages, while mobile users are driven to click to call features) Data-driven design (e.g. we employ A/B and multivariate tests, heat maps and scroll reach analysis — to inform design decisions and driven continuous optimization) Key technical features: A Kentico CMS Enterprise Marketing Suite solution to deploy and manage a family of international marketing websites and B2B customer online customer service tools Integration with Shred-it’s marketing and back office tools, including Eloqua, Salesforce, and SAP A suite of analytics solutions to generate real-time platform performance data View Live Site The results Increased YOY conversion rate ⬆24% Increased YoY desktop conversions in N. America ⬆22% Increased YoY mobile conversions in N. America ⬆80% Increased YoY desktop conversions in the UK ⬆15% Increased YoY mobile conversions in the UK ⬆61%