Scottrade Content Platform
Project Manager (2010-2011)
Overview:
Scottrade wanted to modernize its digital marketing strategy by implementing the Adobe Online Marketing Suite and Web Experience Management solutions to enhance customer engagement and boost online conversions. By leveraging real-time analytics, multivariate testing, and dynamic content management, we achieved a 20% increase in landing page conversions, improved customer insights, and optimized marketing spend across multiple digital channels.
Project Objectives & Strategies:
Scottrade’s primary objective was to enhance its online customer experience to attract and retain self-directed investors in a highly competitive financial services market. This encompassed improving website engagement, accelerating time to market for new products and services, and gaining a comprehensive understanding of customer behavior across various digital channels. Ultimately, the goal was to drive increased conversions and optimize marketing spend for greater ROI.
To achieve these goals, we implemented Adobe’s Web Experience Management (WEM) and Online Marketing Suite, integrating powerful tools like Adobe SiteCatalyst for real-time analytics, Test&Target for A/B and multivariate testing, and Insight for comprehensive customer behavior analysis. These solutions allowed the Scottrade to automate content updates, enabling digital teams to rapidly modify landing pages and campaigns based on real-time performance insights. Additionally, by centralizing its digital strategy, Scottrade was able to refine ad targeting, optimize customer interactions across channels, and leverage social media more effectively to increase engagement and conversions.
The impact was immediate: Scottrade saw a 20% lift in landing page conversions, a 25% increase in time spent per visitor, and a 30% boost in page views per visit. The ability to quickly measure, refine, and execute marketing strategies not only increased efficiency but also freed up valuable resources, allowing teams to focus on high-impact campaigns rather than manual data management.
Challenges
- Enhance customer experience
- Accelerate time to market for new online information and services
- Measure visitors’ behaviors across multiple channels
- Deliver more relevant and timely content to prospects and customers
Solution
- Integrated online analytics
- Multichannel campaign management
- Web experience management
- Scottrade uses the integrated Adobe online marketing suite, powered by omniture, and Adobe Customer Experience Solutions to improve visitor acquisition, streamline campaign management, and optimize visitor experience across channels
Results
- Achieved 20% lift in landing page conversions
- Reduced time spent on campaign management by 15%
- Increased time spent per visitor by approximately 30%
- Simplified analytics with single, integrated solution
- Increased responsiveness to changing online conditions
- Enhanced vision into online traffic across multiple channels
- Optimized customer experiences
