Our user research found that buyers evaluate and validate potential HCM partners using three primary criteria. They want to ensure a provider: 1) offers service and value for the problems they have; 2) has experience and expertise with businesses like theirs; and 3) provides a level of service that matches the experience they want.

Our resulting strategy pared down ADP’s many offerings, presenting only relevant persona-driven content via multiple, streamlined buyer paths — eliminating multiple product recommendations and inserting timely calls to action. This allowed diverse buyers to easily find the content/solution they sought; quickly demo/validate the offering; accomplish tasks in a sleek, self-directed flow; and finally, signal intent to learn more or buy.

With all campaigns and SEM paused for 3 weeks before and after launch, our content/keyword optimization strategy and SEO efforts not only maintained site traffic levels, but actually increased visitors.

Two weeks after launch, analytics showed a huge double-digit surge in performance – achieving a triple-digit MQL increase over the prior year and a large double digit increase over any previous two-week best.

Most impressively, the website performed better than imagined in its first six months: lead conversion rates, lead quantity, and lead quality skyrocketed immediately and maintained their double digits increases — with Sales reporting double digit increases in SQLs, closed/won rates and quality of leads.

At these rates, the new ADP.com is on track to drive millions in top-line revenue and yield a one-year ROI that’ll pay for the investment multiple times over — before we even begin our next phases of optimization and refinement.