Increased page views by 4.6x in 4 months
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Experian Data Quality helps businesses trust the data they run on
Experian is a leading global information services company, and its Experian Data Quality (EDQ) division provides software that helps thousands of organizations cleanse, validate, and enrich their customer data. EDQ's website was due for a refresh, a task every enterprise marketing team dreads. Experian wanted to rebuild it on Optimizely's CMS to unlock A/B testing and personalization while increasing page speed and impressions, but it needed a team to execute. With CRO, design, and on-page SEO experience, NineTwoThree was selected as the design and technology partner to modernize EDQ.
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What we delivered
Website Redesign
Modernized the EDQ website with a cleaner design aligned to Experian's updated brand.
Speed Optimization
Split CSS and JavaScript loading, deferred third-party tools, and optimized images with lazy loading.
Technical SEO
Enhanced navigation, accessibility, and on-page SEO to improve organic visibility.
CRO & UX
Improved user experience and navigation to increase engagement and conversions.
Experian faced three main challenges
Modernizing a 1,000+ page enterprise website on a new CMS while improving performance required careful planning and experimentation.
CMS bloat slowing load times
Experian's website on Optimizely's CMS carried unused CSS and JavaScript that dragged down load speed. NineTwoThree needed to experiment extensively with the CMS to find the best ways to improve performance.
Minimal design direction
Experian provided a list of desired features but little design guidance. NineTwoThree needed to find the right balance of bringing EDQ's brand forward while improving website performance and staying within brand guidelines.
Scale of the redesign
The EDQ website had over 1,000 pages to modernize. Redoing a website of that size required a strategic plan to refresh the brand, improve user experience, and increase page loading speeds without disrupting existing traffic.
NineTwoThree modernized the EDQ website with a performance-first redesign
The team conducted extensive research on top technology websites, then crafted a roadmap prioritizing desired features and performance improvements.
Brand-aligned redesign
NineTwoThree revamped the user experience with a cleaner, more modern design. For every page redesigned, the team gave Experian options to modernize while following optimization best practices, ensuring brand consistency across updated icons and unified font styles.
Navigation & accessibility
NineTwoThree optimized the navigation bar to decrease DOM size, making the website less memory-intensive, and implemented accessibility best practices to improve the website experience for all users.
Performance engineering
NineTwoThree split CSS and JavaScript into two sets: one for above-the-fold resources and one for the rest of the page. The team deferred third-party tools until needed, and new image formats with lazy loading ensured resources loaded at the right time.
What Experian gained from partnering with us
4.6x increase in page views
Within 4 months of launching the redesigned site, page views increased by 4.6x. Faster load times, improved navigation, and a modern design drove significantly more engagement.
Doubled organic traffic
Improvements to website speed, usability, and performance supported a 50% boost in organic traffic, which doubled overall organic visits to the EDQ website within 4 months.
Faster, stickier site
Website load speed increased by 30% and session time grew by 17%. Users found the redesigned site easier to navigate and were less likely to leave, improving overall engagement.
No added headcount
Experian gained an engineering project team for a redesign without taking on permanent headcount. The team scaled down after project completion, keeping fixed costs stable.
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