Enabling data-driven decision making with effective digital CX measurement
Pets at Home
Charles Russell Speechlys (CRS) is a prominent London-based international law firm specialising in private capital. The firm’s existing digital infrastructure was constrained by outdated legacy technology, hindering their ability to effectively engage clients and drive conversions.
CRS partnered with Netcel to implement a robust digital strategy that would enhance lead quality, align with broader business goals, and enable long-term success. Key to this transformation was the introduction of an advanced measurement framework, allowing them to track and optimise digital performance with precision.
Roadblocks to digital success
CRS faced several key challenges in their digital efforts:
- Tracking customer journeys: The absence of an advanced analytics framework hindered content optimisation and made it impossible to measure ROI effectively.
- Lead quality: Many incoming enquiries were misaligned with the firm’s core expertise, reducing efficiency.
- Legacy technology: The outdated platform caused slow load times and poor user experience.
- Limited marketing capabilities: Advanced Optimizely features were underutilised due to technical constraints.
Content creation: Internal teams struggled to prioritise content generation, hindering thought leadership.
The transformation journey
We implemented a multi-phase strategy to address these challenges. We started by rebuilding the website and migrating it to Optimizely CMS 12, solving performance issues and unlocking advanced features like personalised content and CRM integration. The new platform laid the foundation for a comprehensive measurement framework incorporating Optimizely and Google Analytics, which gave deeper insights into user behaviour. Additionally, we helped foster a content-first culture, empowering practitioners to produce more high-quality thought leadership that resonated with their audience.
Delivering meaningful impact
The transformation has made a significant positive impact on the digital presence and business outcomes of CRS. The migration to Optimizely CMS 12 improved site performance, resulting in faster load times and a more seamless user experience, boosting engagement.
By focusing on high-quality thought leadership content, the firm attracted more qualified leads, improving conversion rates and streamlining their intake process. The new measurement framework provided clearer insights into digital ROI, allowing CRS to track key performance metrics and optimise their content strategy.
Thank you to the Netcel team for delivering a successful website. The team’s clarity of communication, calmness, responsiveness, and shifting of priorities and demands played a huge part in making this project a pleasure to work on and deliver.
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