- Craft an engaging user experience
- Refine the offering expression
- Shift industry impression from niche player to strong challenger
UC4, an IT automation company founded in Austria, had recently acquired a US competitor seeking to expand their overall market share and solidify their US presence. The company relocated their primary marketing functions to the US and sought to transform the brand from a regional niche player into a strong worldwide challenger, and needed to create a mid-tier position in the category to do so.
Starting with Brand Synthesis® BAT captured the essence of the new brand and articulated it in an intuitive and compelling website experience emphasizing lead-gen best practices while providing a great deal of flexibility in order to accommodate future product and market developments.
The new website and positioning immediately made UC4 a recognized category challenger with a strong focus on innovative technologies and thought leadership. Time spent on site increased, average page views went up more than 30% and conversion rates increased more than 27%.