Personalizing a Digital Experience with Global Reach
Ranking in the highly competitive learning support space is no easy feat, even for an established brand. Ranking for 710+ franchise sites is even harder. Success requires a thoughtful strategy that adapts to the customer journey and the complexities of the digital ecosystem. We made it happen.
Challenge
Sometimes students need a little more support after the school day ends. That’s where Sylvan Learning steps in.
Sylvan provides personalized tutoring, test prep and homework help for grades K-12. Sylvan is a well-known, well-loved brand. But the pandemic gave rise to new digital competitors vying for clicks.
To stay on top, Sylvan needed to grow its search rankings, improve its user experience and strengthen its sales funnel across 710+ franchise websites. It needed a digital ecosystem strategy that delivered a great experience at every touchpoint.
Its franchise owners needed the freedom and flexibility to create engaging, localized content across every corner of the globe.
Solution
We built a deep understanding of Sylvan’s customer journey through website surveys, customer interviews and usability testing. We supplemented these insights with secondary research on industry and audience trends. These findings informed a detailed journey map that inspired our digital strategy.
The new, search-optimized website guides families to choose Sylvan with content and imagery tailored to every step of the journey. Dynamic search landing pages ensure that users reach Sylvan regardless of their location. The site’s new navigation unites corporate and franchise content, giving users a seamless experience. There, they are funneled to local pages with dynamic content that personalizes and deepens their experience.
Location-specific services and testimonials follow them through the ecosystem and guide them to conversion.
