Nuance partners with MarketForce to increase conversions

Company
Asset 1
Markets
Software
The Customer

Nuance is reinventing the relationship between people and technology.

The Challenge

Nuance's Imaging Software division needed to update and optimize their website after migrating to a new CMS platform.

The Solution

Digital River’s MarketForce™ agency analyzed existing web pages and established new strategies that were implemented and adapted to utilize the full capabilities of the new CMS tool and optimize the shopper experience. They were then able to re-design the UX on all Imaging Software pages.

"When faced with significant time and resource constraints switching out our CMS platform, Digital River's MarketForce agency stepped in - improving and customizing our shopper experience. They exceeded our expectations with their comprehensive research, analytics and creative services and delivered what we needed when we needed it."

– Paul Hambelton, Worldwide Demand Generation Manager, Imaging Products

The Story

Headquartered in Burlington, MA, Nuance is made up of more than 2,000 voice and language scientists, developers and engineers. The company holds more than 4,300 patents and patent applications and maintains one of the world’s largest libraries of speech data. Almost two-thirds of Fortune 100 companies rely on Nuance’s award-winning solutions to carry out their day-to-day work.

Nuance approached Digital River’s MarketForce team in September 2016 to help improve the performance of their Imaging Software pages. In order to define a solution, the MarketForce team began researching historical data, current industry trends and user experience studies, as well as competitors and their sites’ performance. This would help them determine next steps, updates, content changes, target audiences and other demographics Nuance should be targeting.

From there, the MarketForce team walked Nuance through their findings and recommendations. MarketForce facilitated brainstorming sessions through card-sorting, assumptions reviews, wish-list creation and more. These sessions helped the teams visualize new wireframes and pathways on the site, including the implementation of additional pages that would better communicate to the consumer what Nuance wanted to say.

The project was handled in a multi-phased approach: research, implementation and optimization. During the research phase, Nuance decided to “lift and shift” their CMS platform to Adobe Experience Manager. MarketForce tailored their strategy accordingly, making updates to the site and creating the wireframes within the parameters of AEM.  Nuance implemented MarketForce’s analytics, copywriting, creative and SEO recommendations within their new CMS, creating a custom online experience through the standard AEM setup.

MarketForce worked with Nuance to build a fully adapted and custom AEM experience that would improve traffic on their imaging pages – ultimately leading to a better-performing site and increased conversions. “MarketForce’s team is unique in that they act as an extension of our team and put in the time to make sure the strategies they are formulating fit Nuance’s company goals,” says Paul Hambelton, Worldwide Demand Generation Manager, Imaging Products. “They were highly collaborative with multiple stakeholders and ensured that every team felt comfortable with the changes being made.”  MarketForce continues their thirteen year partnership with Nuance, delivering a broad range of marketing solutions to support Nuance’s ecommerce growth.

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