Jerr-Dan
Persona-based Experience Design Powers Digital Growth at this Oshkosh Corporation company
Overview
For 50 years, Jerr-Dan, an Oshkosh Corporation company, has defined towing and recovery industry standards, offering an extensive range of light, medium and heavy duty wreckers, carriers and rotators.
Jerr-Dan wanted to accelerate revenue growth through a new website experience and grow loyalty with end users, but was challenged by a 10 year old site experience that was cumbersome to update and left users frustrated with incomplete info.
This small in-house marketing team knew digital channels could drive business growth, but needed a partner to set them up with best in class practices, and the dated site experience needed a modern overhaul.
Solution
- A thorough customer research phase led to 7 defined personas with end to end customer journey-maps, and competitive benchmarking led to site design choices including key features, sitemap, and overall look & feel
- Shift7 designers worked hand in hand with in-house technology team at Jerr-Dan to develop the newly designed site on Sitecore CMS
- Digital marketing strategy and plan included review of digital marketing landscape at Jerr-Dan and select competitors and industry benchmarks, with a roadmap set for social, paid, analytics, email and MarTech stack
- Digital marketing foundation set, including turnkey setup of Salesforce Pardot for Marketing Automation, Google Ads, SEO, and Google Analytics, with first-time definitions around Lead Scoring and customer database growth.
- Creative partnership has expanded to brand work for 2021’s 50th Anniversary campaign and establishing updated Jerr-Dan brand standards
- Digital Marketing team now engaged in a long-term RUN mode, working to grow the Jerr-Dan business using modern digital marketing channels including SEO, Paid Search and Display, Email Marketing Automation, and Analytics – delivering results month in and month out
Platforms
- Sitecore CMS
- Salesforce Pardot
- Google Ads
- Google Analytics
Impact
- Jerr-Dan marketing driving leads to distributors, becoming a revenue engine, and creating brand loyalty directly with end-users
- On-site engagement up significantly : pages per session up 121%, session duration up 51%, and product content engagement up 35%
- Generating increased demand, sending 285% more traffic to Jerr-Dan distributors
- Significant operational efficiencies recognized in call center as customers are self-servicing for this common need
Increase in visitors sent to distributors via on-site locator tool
Increase in leads generated monthly
Increase in average session pageviews
