CAS: A Division of the American Chemical Society

The Client

Located in Columbus, Ohio, Chemical Abstracts Service (CAS) is a division of the American Chemical Society. CAS provides print publications, databases and other products aimed at providing valuable information to government agencies, businesses, scientists and others across the globe.

The Situation

The world’s leading authority on chemical information, CAS had just over two months to launch its redesigned website, bringing to market a new customer engagement strategy. The company partnered with Mediacurrent to reimagine and rebuild CAS.org on a new platform.

The Challenge

Underperforming user and mobile experiences limited CAS.org’s potential reach and influence. The company needed a solution that could integrate seamlessly with existing systems and new marketing technologies while remaining capable of scaling to support CAS’s global presence. But to build a robust lead generation strategy, CAS required a flexible digital experience foundation. 

The Solution

Moving to the Drupal 8 platform provided CAS.org support for future functionality and features with minimal disruption. With content tagged by product type, need, audience and topic, the new website taxonomy lays the building blocks to support personalization and drive logic for recommended articles. With a focus on content and UX strategy, the revamped design addresses the individual needs of CAS’s primary buyer personas and raises brand awareness around the globe. To improve lead generation, Mediacurrent integrated Drupal, Eloqua and Salesforce to drive consumer engagement with messaging targeted to the appropriate stage in the buying process. 

The Results

A new responsive design and significant improvements to site speed and layout were achieved within a tight launch timeline. Other results include:

• 47% faster page load time on desktop
• 24% faster page load time on mobile and tablet devices
• 13% under budget
• 2.5 months to complete the initial project
• Multi-language capabilities