Fortum is an energy company focusing on the Nordic and Baltic countries, Poland, Russia, and India. Fortum operates power plants, including co-generation plants, and generates and sells electricity and heat.
Fortum wanted to ensure brand consistency across all its 13 country sites. The goal was to empower the marketing department to be in charge of the experience and to give tools for global digital brand and UX governance with local flexibility.
To support the digitalization of Fortum’s business, they required a future-proof, open source, cloud-based and scalable platform architecture that has the capability to adapt to changes as the business evolves.
The previous legacy platform was restrictive and inflexible, which resulted in markets creating their own sites on different platforms, ultimately resulting in an inconsistent experience across different regions.
Due to the aged platform, the time-to-release process was slow and painful, involving scheduled downtime and updates done overnight. The old site had too many pages (33 594) and only 1 percent of the pages generated 88 percent of the page views on the website, whereas 49.9 percent of pages had only one page view during the three months that were analyzed.
As Fortum’s long-term plan was to create a future-proof ecosystem (including commerce) that is able to scale both performance and feature wise, Drupal was a robust platform that fit this plan. In partnership with the digital agency, Mirum, Fortum chose Drupal due to its excellent multilingual support, admin experience, and modular architecture. Combined with Acquia's advanced development tools, Mirum was able to support continuous development and deployment cycles whilst at the same time minimizing risk.
The new site is built keeping the editors in mind. It makes editing very intuitive and simple, allowing for regular updates to the website that enable the website to stay fresh without compromising on aesthetics and usability. For marketers and content administrators, Drupal has great benefits and great features (e.g. multilingual setups, Rich API, personalization, support for blogs, marketing automation and campaign creation).
Mirum also utilized the best-in-class Acquia Cloud Site Factory, which empowers Fortum to create new, consistent sites with just the click of a button. Being able to push new code to multiple sites with one click, which means that Fortum can roll out updates much faster than before. Deployments are now made as business needs dictate, rather than according to a rigid schedule. Thanks to the Acquia Cloud Site Factory UI, Fortum are able to manage sites (create and delete, clear caches, configure domains etc.) from an easy-to-use UI.
Acquia's 24/7/365 critical support means that Fortum can be confident any issues will be resolved as fast as possible by subject matter experts. In addition, Acquia's professional services provided valuable support at the start of the project, helping Fortum plan for complexities in advance.
Mirum helped Fortum launch for a highly successful Acquia Cloud Site Factory implementation. The new site offers better support for business targets (increased sales; decreased churn) through an improved user experience and tracking of performance against targets.
The renewed site improved flexibility and agility for launching online services and reduced time for content publishing. The old, outdated CMS made content creation a laborious process that required a lot of downtime when publishing content. Today, the new site is built keeping the editors in mind. It makes editing very intuitive and simple, allowing for regular updates to the website that enable the website to stay fresh without compromising on the aesthetics and usability.
Now, Fortum's marketing team can ensure a consistent user experience across all country sites. Consistency has been vastly improved across regional marketing sites, thanks to the re-usable codebase (Acquia Cloud Site Factory).
- Bounce Rate decreased 10.23 percent (from 49.78 to 39.55 percent)
- Share of returning visitors increased from 17.53 to 33.1 percent from total.
- Direct traffic increased 9.3 percent and organic search traffic 1 percent.
- Bounce rate of visits coming from organic search decreased by 17.69 percent.