Donnelly Financial Solutions (DFIN)

The Client

Donnelley Financial Solutions (DFIN) is a leading provider of innovative software and technology-enabled financial regulatory and compliance solutions. The company provides domain expertise, enterprise software and data analytics for every stage of its clients' business and investment lifecycles.

The Situation

The primary business objective of the DFIN website refresh project was to reposition the brand as a modern SaaS company while distancing it from its legacy image as a traditional printer. The initiative aimed to elevate the brand's presence, increase website conversions, and emphasize DFIN's value as a solutions provider in the software space. 

By leveraging outcome-based messaging, the project sought to highlight the benefits of DFIN's offerings to potential clients and drive meaningful engagement. Additionally, the objective included creating a more personalized and humanized user experience that would cater to the distinct needs of various customer segments, ultimately leading to measurable improvements in lead generation and customer acquisition.

The Challenge

The project faced significant challenges in shifting the long-standing perception of DFIN as a printing company and establishing its credibility in the SaaS space. Another major hurdle was simplifying and personalizing the user journey to improve engagement for various personas.

From a technical perspective, integrating and optimizing 6Sense with the Acquia platform (including Drupal and Acquia Convert) to deliver personalized content based on the visitor's company type was complex but critical. Additionally, achieving internal alignment on brand articulation, messaging frameworks, and digital transformation goals required significant cross-team collaboration.

The Solution

RAB2B, an Acquia partner, led the DFIN website refresh project, which involved repositioning the brand and delivering a more modern and engaging digital experience. The team began by conducting in-depth audience segmentation and developing personas to address the diverse needs of DFIN's customer base. They then established a robust value framework to shift the focus from feature-based messaging to outcome-based storytelling.

The project also included redesigning the website, focusing on user-friendly navigation, modern design elements, and a simplified customer journey. The team implemented personalized content delivery by integrating 6Sense and Acquia, allowing the website to adapt to visitor profiles dynamically.

These steps — combined with a strategic emphasis on humanizing the brand — positioned DFIN as a forward-thinking SaaS provider. The solution utilized Drupal and Acquia Cloud Platform, integrated with VWO and 6Sense for personalized content delivery based on the visitor's company type. Straight North provided SEO services.

The Results

The project achieved significant results, showcasing the impact of the refreshed website and brand positioning. Over an 11-month period post-launch, the website experienced notable increases in engagement and conversions, including:

• 400% increase in web conversions
• 68% increase in website traffic
• 64% increase in page views
• 71% increase in time on site
• 34% increase in user engagement

Personalized content and outcome-based messaging increased customer satisfaction and strengthened DFIN's positioning as a software solutions provider. The transformation successfully aligned DFIN's digital presence with its strategic goals, delivering a measurable improvement in brand perception and lead generation.