THE ALL-NEW ADP.COM
A human-focused Human Resource experience
TRANSFORMING ADP.COM FROM BUSINESS-SILOED TO BUYER-CENTRIC
Despite its success and size, ADP has a bit of a perception problem. To most, it’s a big, complex payroll company, not the Human Capital Management leader it actually is. So when they decided to redesign their website, they engaged SCHERMER to help them build the most relevant, One-ADP experience possible.
ADP.com was a conversion machine, but it had become bloated, cumbersome and frustrating to users. We recommended a web strategy that would solve first, and sell second. Instead of exposing ADP’s product-centric structure, we exposed ADP’s customer-centric brand purpose – being A More Human Resource.
VISITORS PER MONTH
CLEARING THE PATHS TO CONVERSION
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 stripped down ADP’s many offerings, presenting only relevant persona-driven content via multiple, streamlined buyer paths – meaning, we eliminated impediments, including multiple product exposures and premature 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 our insights validated and UX/UI strategy tested, ADP stakeholders collectively and enthusiastically bought into the buyer-centric, One-ADP website strategy.
BUYER-DRIVEN WEBSITE DELIVERS BUSINESS-DRIVING RESULTS
Immediately upon launch, analytics showed a consistent and significant performance surge. Even with campaigns and SEM paused, traffic remained constant due to our optimization efforts, which was critical during ADP’s top selling season. Most impressively, the website is performing better than imagined – in its first two weeks: both site conversion rates and lead quantity skyrocketed, and after six months, SQLs are 15% better and closed/won rates are 18% higher.
At these rates, the new ADP.com is on track to yield a 10x one-year ROI – before we even begin our next phases of optimization and refinement.
SITE CONVERSIONS VS. PRIOR YEAR
LEADS GENERATED VS. PRIOR YEAR
SITE CONVERSION RATE VS. PRIOR TWO-WEEK BEST
WHAT WE DID
Stakeholder Discovery& Strategy Sessions
Website + Content Audit
Competitive Brand + Website Audit
Business + Buyer Requirements
Persona Dev + Journey Mapping
Info Architecture + Content Strategy
User-Experience Strategy + Design
Digital Brand + UI Design
Design System & Component Library
Content Creation + Copywriting
Usability Testing + Reporting
SEO & Website Analytics
Sitecore Development by ADP