ADP Engagement Meter: Digital Marketing Strategy
ADP’s Engagement Meter serves as a personalization tool connecting businesses to app solutions while leveraging big data insight into employee satisfaction.
Developed creatives and prototype to enhance digital marketing strategy focused on increasing inbound marketing traffic and qualified lead generation.
Let’s take a journey and examine the UX and creative process for a more personalized digital marketing strategy.
Category
Website (Landing Pages), Email, Marketing
Role
- Lead UX Designer
- POC/Prototype Engineer
- UI Designer
- Marketing Strategist
Brief
Business
B2B model (HR practitioners)
Audience
ADP clients and prospects
Focus
Increase lead gen conversions
Opportunity
Smart (automated) and personalized
Challenges
User/Customer Experience (U/CX) Strategy
- Email campaigns are too generic
- Data collection and profile building non-existent
- Groups/Departments are disconnected/divided
Visual Design
- Looks and feels unprofessional
- Design and experience is dated/out of touch
- Lacks landing page optimization techniques
Goals
- Increase email open rates by 25%
- Increase click through rate by 10%
- Increase qualified lead generation by 15%
You need lofty goals. Then cement it with a great work ethic. ~ Jerry West
Strategy
- Persona-driven content that’s segmented and highly personalized for optimal lead targeting
- Email marketing automation that’s timely, relevant, and actionable
- Web portals, digital tools, and optimized landing pages that drive growth through a nurtured user/customer journey
- Analyze and optimize to uncover upsell/cross-sell opportunities
Current User Journey + Omni-Channel Assets
- Generic Lead Nurture: Standard Email – [see 5a]
- Lead Nurture Form: Content Marketing – [see 6]
- Outbound Marketing Campaign: Landing Page(s)
NEW Optimized Omni-Channel Assets
NEW User Journey + Optimized Omni-Channel Assets
- Expanded Axure Share file to distribute with client and stakeholders
- Prototyped clickable ecosystem showcasing the newly optimized omni-channel assets
- Designed/prototyped landing page to increase lead generation and decrease bounce rate; modern elegant design and persistent scrolling form [see green path 5a – 3rd link ADP Annual Health Benefits Report]
- Designed personalized email showcasing responsive and smart profile building with targeted and relevant user-driven content [see green path 5b]
- Designed personalized and downloadable marketing collateral that enhances the automated nurture campaign [see green path 5b – Get Your PDF Report CTA]
Additional Projects
ADP Engagement Meter: Website Redesign
- Architected a more intuitive and user-driven experience leveraging symptoms-based personalization focused on users needs aligned with industry expertise
CRO Project & A/B Testing: Gated Lead Gen
- Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
- Design includes several gated lead gen modals
CRO Project & A/B Testing: App Promo
- Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
- Design includes app promo (recommendations) and personalized insights within an off-screen slide menu
Banner Ad Creatives: Grow & Hire
- Designed banner ad creatives to increase inbound marketing traffic and conversions alongside continued efforts in CRO and A/B Testing
- Areas of focus include employee growth and business tools to assist in hiring
