Business challenges
Pella had several business challenges and drivers which included improving upon their prospect/appointment conversion and speeding up the rollout of campaigns and channel opportunities. After reviewing their online presence and objectives they realized they needed to address the following challenges
- Move the RTA, “real-time appointment” setting application on to Oracle WebCenter Sites CMS
- Add time slot management functionality
- Incorporate QAS address validation
- Increase prospect/appointment conversion
- Speeding up the rollout of campaigns and channel opportunities
- Improve prospect/appointment conversion
- Increase personalization and visibility into clients and prospects
- Channel rxpansion
- Overspending on paid traffic, not enough owned and earned
- Increase conversion rates and deployment of campaigns
The solution
- The RTA application is an appointment scheduler comprised of several HTML-based data input screens whose data, upon completion, are serialized into XML, and placed on a JMS queue where it is fed into the corporate CRM system
- Developed using the Oracle CSDT and SVN, which allowed the HGS Digital team and the Pella team to work both remotely and collaboratively
- Front end was built using AJAX, JSON and Jquery and supports all modern browsers
- Migration from SharePoint to WebCenter sites for ease of maintenance and ability to implement personalization strategies to help increase targeted messaging online
- Full implementation plan including the integration of WebCenter content and Eloqua
Results
- Faster rollout of campaigns and channel opportunities
- Higher conversion of appointments resulting in increased revenue
- Reduced dependency on external partner spend
- Process efficiency gains through consolidation of content repositories and integration of solutions
- Leverage content marketing to drive organic traffic, target top of the funnel traffic
Visualization of project outcomes:
