Boosting website conversions through multi-channel marketing

The journey of how Majenta PLM merged with Cutting Edge in a rebrand to become OnePLM, offering customers a smooth, refreshed online experience with efficient insight-driven website facilities.

The challenge

When two Siemens software specialist companies, Majenta PLM and Cutting Edge, merged, OnePLM was born. The merger meant they needed a strong brand migration strategy, along with an efficient and straightforward way for the team to brand and market their wide range of software products online, to engage and convert customers.

Boosting website engagement

Having conducted a discovery audit and analysing both the Cutting Edge and Majenta PLM’s previous websites and Google Ad accounts, it was clear that the website required informative and insightful content to engage users. This, alongside a detailed and thorough SEO strategy, worked in harmony to drive traffic and conversions to the website.

A consistent brand look

Colouring, fonts and some of the layout designs were revised to help make the call-to-actions stand out more. To further develop the brand, we created a set of product brands that represent each piece of software they sell, giving the individual products an identifiable mark and improving the user journey.

Securing online sales

To help increase website conversions for software sales enquiries and free trials, we acquired knowledge through insight and analytics to inform us of any ongoing modifications to the content and website. Delivering this alongside multi-channel digital marketing, website UX and optimisation, then provided us with accurate information to make the user journey simple and achievable in fewer clicks, improving the overall conversion rate.

A winning competition campaign

To celebrate 25 years in business, OnePLM wanted to give back to their customer base by giving away 25 prizes in the run up to Christmas. In less than a week we pulled together a competition microsite for the client to orchestrate the prize draw competition, which showcased the available prizes, allowing people to check the winners each day and enter the competition with a simple form. The client now has a fully equipped microsite and competition mechanism that can be adapted to any future competitions.

We developed a strong campaign style for the brand, by refining the 25 year logo and providing a style which could be consistently used on all communications for the competition, including website assets and email marketing.