Client case study:
TELUS

When I joined TELUS Digital, they didn't have a plan in place for content governance. Over the years, the scope of their digital website had grown to over 5,000 pages which had never been thoroughly reviewed. They needed a multi-layered content audit to identify low-performing but high-opportunity pages. We could then prioritize adjustments to improve brand awareness, customer engagement, and conversion.

 

I created a project brief, identified the metrics I would noticeably improve, and presented to stakeholders across the organization. Thanks to my concrete goals and project plan, my audit was approved.

 

I engaged the Analytics Team, enlisting their help to create a report of all 5,000 webpages, including key metrics for the last 6 months such as:

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• contribution to the customer journey

• CTA(s)

• grade-level/readability

• imagery

• narrative

• personalization

• inclusivity/accessibility

• metadata

• SEO value

 

From here, I categorized pages as "to-be-updated" or "to be turned down". Through this first pass alone, I identified over 200 pages that were the cause of funnel drop-out due to broken links and/or incorrect/out-of-date information, and we were able to turn down and re-direct those pages to help improve the customer journey.

 

Next, I prioritized the 10 highest-value pages whose updates would tie most closely to business goals (such as conversion). I created JIRA tickets to organize the changes into sprint tickets and began working with our designers and content teams to create new Figmas and copy decks for the updates.

 

The changes we made to the pages were immediately noticeable and measurable.

 

After only 2 days in-market, one of my re-designed pages:

• Decreased bounce rates by 13.7 %

• Increased customer orders by 4.7%

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