Tracing a clearer path for customers
Cylance re-designed and relaunched its website on Adobe Experience Manager, working with Adobe partner R/GA for technical development and user experience design. The project involved rethinking the online experience from the ground up, with a more intuitive, hierarchical structure and consistent branding across pages, paving a smoother path for visitors to find information.
“With Adobe Experience Manager, we’ve seen a 22% increase in the time visitors spend on the website,” says Nathan Zahn, Programme Manager at Cylance. “There has also been a 2% drop in bounce rates, which is a key metric for us—and every little bit counts.”
Built with a responsive design in Adobe Experience Manager Sites, the website transforms the mobile experience as well. Branding, navigation and page elements are all fully optimised for mobile devices, which has encouraged more mobile visits since the launch.
“Since deploying fully responsive components in Adobe Experience Manager, we have seen an increase of up to 36% in mobile usage,” Zahn explains.
All these changes to the customer experience help the Cylance marketing team make the most of its interactions with first-time visitors. Potential buyers looking for cybersecurity solutions can find what they need more easily and they are more likely to engage with the company—seeing Cylance as a credible source of technological expertise and innovation. As a result, the marketing team believes that more people are filling in online forms to request more information, which provides a strong source of leads for sales teams.
Building blocks for faster deployment worldwide
Delivering a consistent, engaging website experience is important but it’s only part of what’s needed. It’s also critical to accomplish this with efficiency and speed. Drawing from reusable components within Adobe Experience Manager, Cylance marketers can author content, manage assets and deploy pages much faster—while helping ensure that content adheres to global style guidelines. The company developed about 70 reusable components, including navigation, page layouts, carousels, text fields, image fields and forms, which can be added to a page with simple drag-and-drop functionality.
The modular approach is a dramatic improvement over previous versions of the website. “Previously, we were dealing with spaghetti code. Minor changes on a site in English could cause the Japanese site to break, for example, stretching our deployment timelines out as long as six weeks,” according to Zahn. “With Adobe Experience Manager, we can turn pages around in hours instead of weeks.”
This agility is important as Cylance continues to roll out new websites for its other markets, starting with Japan and Germany. While these sites will feature their own content and messaging, developers can borrow heavily from the company’s customised building blocks and quickly spin up sites with the same look and feel. “Our intention is to centralise the components in a style guide and then let the distributed teams go to work, with less coding required,” explains Sakurai.
With Adobe Experience Manager Managed Services, developers can worry less about security, reliability and administration—and focus more on building new functionality and integrations. As Zahn says, “We require fewer internal resources to run and manage the site than before, which is a big win for our development team.”