increase in site sessions
increase in asset downloads
Facing a decline in demand for paper, Domtar had entered into a new consumer products market, while keeping a strong position in its traditional B2B business. But its previous website was not able to reflect this change.
The company’s website was not reflecting its new positioning and an outdated CMS jeopardized its ability to scale and grow.
Drupal 8, Acquia Cloud Platform
Domtar metrics have vastly improved since the redesign, including a 24% boost in asset downloads and a 42% increase in site sessions year-over-year.
Domtar is a leading provider of a wide variety of fiber-based products including communication, specialty and packaging papers, market pulp and absorbent hygiene products. The company was founded in England in 1848 and employs nearly 10,000 people in its North American and Europe facilities.
With the paper business on the decline, Domtar’s business leaders understood that diversification was the company’s path to continued success. Domtar’s desire to expand drove its acquisition of Attends Healthcare Inc., signaling the company’s entry into the growing market for personal care products. But the company’s previous website was outdated and didn’t accurately reflect the updated vision or unified brand strategy.
Domtar’s previous website was old and in need of a redesign, and its previous CMS was tedious and difficult to use. Some divisions and departments had developed their own website and was securing its own hosting, creating a less-than-cohesive customer experience. Domtar needed a scalable platform that would allow for centralized hosting as a way to maximize efficiency and minimize costs.
Domtar tapped digital agency Nurun to lead the redesign, and the teams mutually decided to move forward with the project using Drupal and Acquia Cloud Platform. Working together, they redefined the website branding and architecture to better meet audience needs and improve the overall customer experience. Internally, Nurun’s training sessions empowered Domtar staff to quickly learn to easily make updates, allowing them to achieve brand consistency and promote a clear business vision while streamlining the content creation process.
Since the redesign, site metrics indicate that changes are being embraced by target audiences. Site sessions are up year-over-year by 42%, as was the number of users. Even more impressive, however, is the number of downloads such as product spec sheets, an important conversion indicator; on the newly redesigned site, they’ve seen an overall 24% bump. In addition to the positive metrics, the redesigned site is also approved by Domtar’s internal content providers, who are now enjoying the ease with which they can add modules, subpages and other new elements.
Domtar is now looking at maximizing its investment in the Drupal / Acquia technology by assessing how other existing websites could benefit from being moved to this new platform.