Highlights

Client: DocuSign

Situation: DocuSign provides their customers with reliable and personalized solutions; it needed to ensure that its flagship website delivered the same experience.

Challenge: A disjointed digital platform prevented DocuSign from providing users with a personalized experience and website conversion targets were difficult to achieve.

Our Solution: Drupal CMS, Acquia Lift, Acquia Cloud

Results:

  • Docusign can now personalize 14 different content types within their Drupal CMS
  • Homepage engagement: Up 89 percent
  • Click-through-rate for enterprise audiences: Up 60 percent
  • Click-through-rate for mid-market audiences: Up 80 percent

The Client  

As the global standard for Digital Transaction Management (DTM) and eSignature, DocuSign® is transforming how people do business. Three hundred thousand companies across 188 countries rely on DocuSign to send, sign and manage agreements digitally.

The Situation

Docusign provides customers with reliable and personalized solutions; it needed to ensure that their flagship website delivered the same experience.

This meant building a logical customer journey on Docusign.com; the entryway into the world’s leading DTM and eSignature solutions. It needed to be easy for every visitor, from the small business owner to the enterprise executive, to find the content that suited their needs and preferences. Personalized would need to be the backbone of this strategy. Why? Organizations that nurture leads with personalized content find a 20 percent lift in sales opportunities.

The Challenge

A disjointed digital platform prevented DocuSign from providing users with a personalized and state-of-the-art site experience. An outdated Content Management System (CMS) made it difficult for marketing teams to author and edit content. This translated into a stale user experience for site visitors. A siloed architecture also prevented DocuSign from understanding how their users interacted with their site. Without the ability to push tailored user experiences to both customers and prospects, DocuSign had difficulty achieving website conversion targets.

Docusign knew that it needed personalization capabilities to increase site conversions and improve user engagement. So it tapped Acquia and digital agency FFW to build a modern marketing channel with Acquia Lift at the center.

The Solution

The first step in improving user engagement was a complete redesign of DocuSign’s flagship site. We helped DocuSign migrate docusign.com to Acquia Cloud and Drupal. Through our partnership with FFW, Docusign was brought up to speed on Drupal best practices, like multilingual capabilities and fully responsive design.

Next, DocuSign used Acquia Lift to elevate the user journey. Acquia Lift collects data as it relates to the content metadata and taxonomies associated with a company’s Drupal sites. We helped DocuSign use this data to establish audiences segments throughout various channels. It was important to know the size of a user’s business, industry, whether the user is new or returning, and whether the visitor is using a computer or mobile device. 

Docusign

Armed with this data, DocuSign was able to move away from a “one size fits all” content strategy.  DocuSign used Acquia Lift to execute A/B Testing, and determine what content and campaigns resonate with each audience segment. To date, Docusign can now personalize 14 different content types within their Drupal CMS, including landing pages, customer testimonials, new releases, resources, events and more.

For the first time, DocuSign was able to unify all of of its teams under one platform on Acquia Cloud. This includes it’s account-based management technology, DemandBase. By detecting a user’s IP address, DocuSign’s Demandbase integration can determine audience segmentation. Acquia Lift then pushes the personalized banners and content that will be most valuable for that audience. This crafts a logical user journey that provides site visitors with the content and information that is right for their needs.

The Results

We help Docusign build a unified digital platform that not only provides visitors with tailored experiences, but also drives user engagement and conversions.

  • Docusign can now personalize 14 different content types within their Drupal CMS
  • Home engagement: Up 89 percent
  • Click-through-rate for enterprise audiences: Up 60 percent
  • Click-through-rate for mid-market audiences: Up 80 percent

"By leveraging the Acquia platform and changing our internal processes, DocuSign is now able to use the web site as a modern marketing channel, offering engaging personalized experiences to our customers. We are very pleased about the results obtained so far in terms of customer engagement and conversion, and are currently aggressively planning to extend the benefits to other scenarios and international markets."- Alberto Viotto - Senior Director Web Marketing and Strategy

DocuSign
Founded in 2003, DocuSign is the leading Digital Transaction Management (DTM) company
Using Acquia Since
2015

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