Bostik provides adhesive technologies to a diverse global audience across the construction, industrial and consumer markets. It’s challenges stem from the existence of very different customer groups spread across 34 countries.
Bostik’s requirements revolved around a strategy that would standardise the experience across their country sites in line with the “smart adhesives” brand, defining the role of social media, proposal of a content strategy, effectively storing global and local content, digital strategy planning and ongoing audience engagement.
Freestyle worked with Bostik in three main phases: think, design and build.
Think customer-centricity and experience (even in B2B)
The Bostik smart digital ecosystem that was adopted was founded on a customer led strategy, using insight gained from a global programme of stakeholder workshops, customer interviews and customer experience mapping with Bostik teams in Europe, North America and Asia.
By highlighting customer pain points and key requirements, we were able to define an entirely new website experience, bringing a new navigation, new functionality and an overhaul of content and search optimisation across the new website.
The digital ecosystem allows Bostik to control brand, marketing and communication strategies from a central hub, while at the same time allowing individual countries to target their customers with tailored content, delivered through the digital channels that are most relevant to their markets.
Building a digital ecosystem
Work included a complete redesign, re-architecture and technical build of the Bostik global web estate, utilising the leading edge Episerver Experience Cloud to create a smart ecosystem of global and country websites on a single platform.
Episerver integrated with Freestyle’s digital asset management system, Freestyle Partners, to support a central pool of content that can be repurposed by country sites, before being published directly through Episerver.
Engaging customers and staff alike
Search optimised content was focused on customer acquisition across industrial adhesives sectors. Different Bostik offices can now publish content across digital platforms from a single database, while Self Optimising Blocks allow countries to test content and optimise conversions.
Search optimisation of site architecture, navigation and content is focused on targeting each customer with the industrial application and chemistry technology search terms specific to their sector. The new global site delivers content to match the real world needs of prospective Bostik customers.
- Digit Corp Comms Winner 2016
- 62 per cent increase in site visits
- Average visit length up by 34 per cent
- Key service pages ranking No. 1 in Google
- 135 per cent more traffic from mobile
- Unique visitors up by 46 per cent
- 56 per cent increase in page views
“Right from the pitch stage, Freestyle took a strategic, customer-led approach to creating the Bostik web estate. From facilitating audience research workshops with our teams across three continents, to developing a state-of-the-art technology platform and, finally, crafting 150 pages of search-optimised content, they transformed our digital experience.
We now have a smart ecosystem of sites that truly befits our brand. And a solid partnership with a great digital agency.”
Phil Derby, Chief Marketing Officer, Bostik
“This new website is a nice, robust design with sound and thorough methodology. This sets a standard for corporate websites.”
Digi Corp Comms Award Judges