Vertic formulated a digital strategy based on in-depth customer research and insights, to guide the user experience and platform development.
Circular architecture
Understanding that each individual customer was unique, with different needs, it was imperative to create an architecture that could accommodate the different scenarios in that non-linear customer journey.
Vertic’s implementation of circular architecture provides a new experience paradigm that gives users a logical path forward in the steps of their decision journey. This helps them see more of what SAP Ariba has to offer that is relevant to them, without running into a dead-end. This approach has significantly decreased the bounce rate and increased conversion.
Personalization
To support the strategic objective of shortening the sales cycle, Vertic leveraged the Demandbase technology for a personalized experience. This enabled SAP Ariba to dynamically adapt the website experience according to the profile of each user, based on a mixture of multiple parameters such as segment (buyer vs. supplier), job function, industry, existing customer data and previous content consumption.
Intelligent Search
Aligning with the today's user behavior and preferences for finding information through search, Vertic implemented a predictive search functionality that empowers prospects and customers to more easily find relevant content. By providing contextual search results aligned with search intent, and utilizing machine learning to become more intelligent over time, the search functionality translates user intent into SAP Ariba solution offerings.
