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Personalising The Hong Kong Institute of Certified Public Accountants’ (HKICPA) professional accounting site provided unique experiences for its constituents – students, corporate practices, certified members and the public – that led to an increase in conversions across the board.
Sitecore Experience Awards
Hong Kong Institute of Certified Public Accountants
Best personalized experience
Challenges
- Serve 44,000 certified public accounts in Hong Kong, and 20,000 qualification programme (QP) students
- Enhance the organization’s new era digital needs, including a better user experience, better communication, and better services to the community
- Update brand image
- Create a mobile-friendly user experience
- Implement personalized user experiences and content for different users
- Support peak traffic times on the website
- Increase ease of maintenance
- Consolidate multiple websites
- Lack of responsive design around old system to support different user devices
Solution
- Sitecore® Experience Platform™ (XP)
- Sitecore Experience Database (xDB)
- Sitecore Experience Manager (XM)
- Sitecore Experience Analytics (xAnalytics, Path Analyzer, xProfile)
- Integrations include:
- External cloud system for accessing members’ handbooks
- Google Analytics to capture browsing behaviours and provide personalised content to known members and public
- Solr search engine to provide flexible website search function
- Other internal systems to provide convenient SSO user access portal and information
Results
- Revamped site structure, reviewed and aligned over 4,000 legacy content pages
- Aligned look and feel with all external applications to provide a one-voice experience
- Improved customer experience and customer satisfaction
- Decentralized, built-in approval workflows allowed individual departments to create and update contents which reduced IT bottlenecks
- Reduced cost of maintenance
- Personalized content increased duration of website stay
- Increased security due to SSO
- Scalable architecture resolved peak load problem
- Workflow for top three levels of the sitemap ensures continuity and consistency
- Reduced bounce rates by 13.46%