decrease in page load times
increase in pageviews
increase in requests for pricing quotes YoO
After undergoing a significant rebrand, Clean Earth needed a B2B marketing engine to produce leads and help the business grow.
In a commoditized industry, Clean Earth found it challenging to communicate its differentiators.
Acquia Cloud Platform
Within the first two months of site launch, Clean Earth has seen:
- A 35% decrease in page load times
- A 24% increase in pageviews
- A 70% increase YoY in requests for pricing quotes
Clean Earth, a division of Harsco, is one of the largest specialty waste companies in the United States, operating the largest network of treatment, storage and disposal facilities (TSDFs) in the country. First starting in the soil industry in 1990, Clean Earth has grown by acquiring new brands, offering new locations and services and moving into the hazardous waste industry. Most recently, Harsco acquired Stericycle Environmental Solutions, expanding Clean Earth’s geographic footprint and services and making it one of the largest regulated waste disposal and recycling companies in the United States.
After undergoing a significant rebrand, Clean Earth needed much more than a website — it needed a B2B marketing engine that would produce leads and help the business grow.
Clean Earth operates within a challenging industry. Cost of service is a significant consideration for customers, and many see the types of services Clean Earth provides as a necessary commodity. But communicating what made Clean Earth different was challenging. The company wanted to change customer perspectives while showcasing its innovative recycling and disposal solutions.
Clean Earth and its agency partner Elevated Third spent significant time analyzing its core service offering from an internal and external perspective and found multiple avenues in which users sought out Clean Earth services. The previous site required significant user effort to gather a complete picture of Clean Earth’s offering.
With this in mind, the new site’s main navigation entry points were especially critical. Some users identified with their industry, others focused on the material to be removed, while more educated users focused on a specific service they thought they needed. By employing a many-to-many approach to the information architecture, Elevated Third used Drupal’s taxonomy system to tie content together without the need for redundant editing.
Within the first two months of site launch, Clean Earth has seen a 35% decrease in page load times and a 24% increase in pageviews. These metrics help confirm a more robust user experience and more engagement with the site. Most importantly, Clean Earth has experienced a 70% increase in requests for pricing quotes compared to the previous year, with each month setting a new record for quote requests through the website.
Acquia Cloud has provided measurable gains in site performance, including a 44% decrease in server connection time and a 76% increase in server response time. This translates into a better user experience, which led to improved organic rankings and direct conversions