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Optimizing Conversions for the World’s Largest HR Consulting Firm

Engagement Summary

The Challenge

Mercer, a division of Fortune 500 Marsh and McLennan and the world’s largest human resources consulting firm, is a powerhouse in the industry. Mercer’s marketing challenges centered around their purchasable online data products, available on iMercer.com. Struggling with out-of-date SEO, poor sales from mid-sized companies, and underperforming online products and pages, Mercer turned to Blackstone digital marketers for strategic guidance in an effort to keep the competition from gaining additional market share.

Mercer's Needs

  • Value Proposition Strategy & Messaging
  • Conversion Optimization
  • Meaningful Lead Generation
  • Content Creation
  • Digital Marketing Consulting

Gathering the Data

Mercer had a vested interest in learning the behaviors of its tens of thousands of website visitors and how to better convert them into leads and sales. To further understand how users interacted with the iMercer site, the Blackstone marketing team began tracking monthly visitors in a stalker-esque fashion. Coupled with more traditional digital marketing research tactics, this ongoing analysis allowed the team to determine specific, actionable recommendations for increasing conversion rates.

What We Do

  • Usability Testing
  • A/B Split Testing
  • Monthly Marketing Reports
  • Lead-Generating Landing Pages
  • Social Media Advertising
  • International Search Advertising
  • Retargeting
  • Website Content, Infographic, and Whitepaper Creation

Ad Campaigns

Mercer Product

Mercer’s Products

  • Mercer Learning Online
  • Prevailing Wage
  • Salary Surveys
  • ePRISM
  • Healthcare Compensation
Countries Targeted

Countries Targeted

Argentina, Brazil, Chile, Colombia, Mexico, Peru, Ecuador, Paraguay, Uruguay, Venezuela, Singapore, Malaysia, Philippines, Indonesia, Hong Kong, Taiwan, Thailand, USA, Canada

Leveraged Tactics

Leveraged Tactics

  • Search PPC
  • Display Ads
  • Remarketing
  • Landing Pages
  • Social Media Advertising
  • Gated Content

A Blossoming Relationship

A match made in heaven, Blackstone’s effective ad campaigns left the iMercer team yearning for additional digital marketing solutions. As the relationship heats up, Blackstone now provides a full breadth of digital marketing services, including: landing page creation, keyword strategy and implementation, creation of 6+ monthly content pieces (blogs, whitepapers, infographics, etc), global site recommendations/updates, and more.

Why Blackstone?

We had the need to redesign our website and with the help of Blackstone, we were able to do a usability study with some of our current users; in addition to some non-traditional users. Blackstone began the engagement by understanding our technology, our struggles, and what our goals were for the new site. By going through this exercise, we gained valuable insight and suggestions from our users; improvements we had never thought of. Blackstone helped us implement what added value to our online users...From start to finish, Blackstone Media continues to do a fantastic job for us!”

Stephanie Henegar

Principal

Mercer

How We Wowed

The successful campaigns and wow-worthy ROI have led to more diverse marketing engagements between Blackstone and Mercer. “Wows” are frequent, sometimes loud, but never hidden behind a fake cough.

  • Digital leads acquired below target cost-per-lead
  • SEO-friendly blog posts, whitepapers and more
  • Increased online sales through checkout process optimization

The Results

20+

Countries

Targeted across all ad campaigns

800+%

ROI

For LinkedIn campaigns

249%

Conversion Increase

On unique product purchases after A/B test

Measuring Success

Tools Adopted at Blackstone

4 Enterprise level tools

adopted at Blackstone

1st Time Singing Happy Birthday via Video Conference

1st time singing Happy Birthday

via video conference

Increase In Collared Shirts Worn

700% increase

in collared shirts worn

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