Equinix wanted to transform their website from a one-dimensional brochure-ware site to an online destination that would speak to a range of vertical industries. They also wanted to establish the company as a global, industry thought leader, elevating their position above just a provider of data center space and power. Finally, Equinix needed help in selecting and implementing a content management system platform that would ensure accurate and efficient site maintenance while ensuring brand consistency.
After a thorough discovery phase to clearly outline business and site user goals, ThoughtMatrix created a dynamic information architecture catering to the specific needs of seven vertical markets and three international regions. The flexible site architecture incorporates a wide variety of call-to-action modules for lead-generation purposes and is integrated with Marketo and SFDC to deliver tighter coordination of customer relationship marketing efforts. We also included extensive social networking tools that extend Equinix's thought-leadership position and encourage viral sharing. All of this was implemented on the FatWire CMS, giving Equinix complete control over site content while enabling the APAC and EMEA regions to highlight their unique product and service offerings.
The new website has enabled Equinix to clearly communicate their unique brand position while generating new leads and providing a much richer user experience. After launch, Equinix.com experienced a 59% increase in site traffic, including a dramatic increase in returning visitors and an appreciable decrease in bounce rates. And because the website is on the FatWire CMS, Equinix teams can continue to add new, enhanced content that will keep their site fresh and appealing.