Elevating Brand Engagement Through Community-Focused Experiences

Challenge

Frasers Property Australia engaged with Switch to support their Sitecore development roadmap following completing the Sitecore Business Optimisation consultancy. The team at Frasers Property Australia knew the potential of Sitecore but needed to expand their team and bring in a range of skills and resources to put their optimisation and personalisation plan into action.

For Frasers Property Australia, the business case opportunity was to deliver personalised content that enhances the digital brand and customers' experience while increasing conversion across both digital campaigns and general website visits.

This was conducted in two phases:

Phase 1: Optimising customer journeys of customers arriving at the Frasers Property Australia website as a part of the Live Proud brand campaign

Phase 2: Optimising the customer journeys of customers who have shown interest in a residential property.

Beyond: Their continuous optimisation cycles continue to expand and enhance website content beyond these initial phases, looking at analytics, goals, audience profiles, and content value scores to gain insights on visitor behaviour and interaction on site.

Solution

Our continual optimisation project is transforming Frasers Property Australia's digital experience by guiding visitors on their residential property buyer journey through intelligent, personalised & optimised content. Combining Switch's expertise in Strategy, Analytics, and UX we helped Frasers Property marketing team deliver innovative content marketing, by aligning customer data with content personalisation.

Frasers Property Australia has identified several customer segments: Investors, Downsizers, Overseas buyers etc. Each segment needed to be taken on their own buyer journey with content aligning to their needs.

Switch developed personalisation tactics to identify which stage of the journey the visitors are in while helping them get closer to buying a property. We identified & tracked Sitecore digital goals for each stage of their journey (i.e. Read Magazine, Read Buyer Guide, Complete a form and Book an appointment) and assigned these goals with engagement value points. A content strategy was created and adapted to each segment and presented personalised content focusing on the 'First Time Buyer' segment.

The project blended strategy and technical teams to craft and implement these tactics. Our technical team designed and built a progressive web form, enabling visitors to complete a profile that best represents them and identify their property needs.

Our strategy and UX team collaborated to "user test" the various pages of the website and made strategic recommendations on how to improve the user experience while achieving marketing goals. Wireframes were presented to Frasers Property to illustrate A/B Test recommendations. The recommendations were positively received and some of the features were implemented within 24 hours of the presentation.

Result

When a user now visits the Live Proud landing page, they are met with an intelligent, engaging & personalised landing page.

The redesigned user flow guides and facilitates the user on their "residential property buyer" journey, guiding them as a means to achieve 3 digital goals.

First they are directed to read Fraser's Magazine with the CTA on the hero banner, if they have read the magazine the CTA changes to the view the 'Buyer' Guide. If the Buyer Guide is read, the visitor is then encouraged to browse 'First Time Buyer' properties.

Additionally, high bounce rates indicated low engagement, therefore content was optimised by displaying hero images relevant to a "First Home Buyer", clearer CTAs were implemented and high level engagement digital goals (such as filling out a form or booking an in person sales appointment) were not pushed too early.

These implemented optimisation and personalised tactics creates a unique digital experience through personalised content, custom user flows, A/B tests, data capture forms, and digital goals.

Key Metrics

Comparing the data of the Live Proud landing page 30 days before and after our A/B tests and UX suggestions were implemented:

• 357% increase in page views
• 60% increase in time spent on the page

Overall engagement with digital goals:

• 123% positive effect when displaying the custom banner promoting the Live Proud Magazine versus non-personalised content - resulting in an increase of clicks thus higher engagement.
• 76% positive effect when the carousel displays "First Time Buyer" testimonials against non-personalised content.
• 109% positive effect from a continuous refresh of property listings.