Data driven UX improvements
Clearly there was work to be done but the legacy site represented an impediment. The site was housed on a legacy and outdated .NET CMS platform.
Sculpt’s first recommendation was the site should be migrated to WordPress to better facilitate the technical changes required. Sculpt was subsequently able to scope, design, migrate data, develop and deploy the new website, platform and SEO improvements in just 14 weeks.
The legacy website was scraped using Sculpt’s in-house content scraper thereby avoiding the requirement to parse the legacy .NET database which had several inherent issues. Data was seamlessly imported into WordPress. A full audit of URL’s receiving traffic and attracting links was conducted and where possible the existing content hierarchy and URL’s remained the same. Where relevant, a 1:1 301 redirect strategy was in place to map old url’s to the exact location of the new content.
All crawl issues such as duplicate content, url’s resolving on both www and non-www, https and http were addressed to give the website a boost in crawl efficiency.
The change in CMS platform to WordPress as well as addressing SEO issues also helped facilitate the Content and UX changes required.
These included the creation of a differentiated experience for each of the individual Symphony brands. The brand “looks” featured in the brochure now appeared on the website. Sculpt also introduced the facility to feature each of the individual brochures for each brand and also the ability to identify which retailers stocked the brand in which a consumer was interested.
In addition, Sculpt is about to introduce a management tool for Symphony to capture details of every brochure request and subsequent action. This will ensure that no lead was ever lost.