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Adobe Web Experience Improves Customer Engagement

The Challenge

A leading toy manufacturer sought to increase website traffic and purchases with a personalized online shopping experience. However, it lacked a unified platform across the organization. Different divisions across regions hosted their websites on different platforms making it difficult to enforce brand guidelines. Managing multiple platforms also increased licensing and maintenance costs. The toy manufacturer needed a simple way for business teams to create websites and update content while complying with legal requirements.

Our Approach

Leveraging our team of specialists in user experience design, retail partner integration, and data security and privacy requirements, Cognizant Digital Experience built a self-service solution for the toy maker’s website development and campaign analytics using Adobe Experience Cloud. We started by interviewing the client’s graphic designers as well as business, ecommerce and legal teams to understand their requirements. The next step was identifying a single vendor to manage solution development and rollout from start to finish, thus selecting Adobe Experience Cloud drawn by its marketing, analytics, advertising and commerce capabilities. We then worked with the client’s design team to create templates in Adobe Experience Manager. 

Now, the toy maker has a global repository for components such as images, videos, thumbnails and PDFs that ensures brand compliance as well as a consistent look and feel across geographies. Copy is more consistent thanks to the translation app we built to convert U.S. copy to other languages—in one click—that then can be fine-tuned as needed. Reports in Adobe Campaign include information such as unique customer visits, time customers spent looking at various products, purchases made and whether customers visited a site by clicking a campaign link.

Reinventing the Digital Experience

The client’s product managers and business teams are now capable of creating and building web pages in days and websites in weeks, so new marketing campaigns launch in record time. The e-commerce team can now perform A/B testing and view the metrics to see which options produce the best results. Thanks to marketing intelligence dashboards, the company also has a better understanding of which market segments are likely to buy which products. The manufacturer’s products are displayed to registered customers based on previous page views, visits to the company’s social media sites, attendance at the company events, prior purchases and information they provided when signing up for loyalty rewards. Customers also can opt in to receive personalized offers via the website or email. Within six months of launching the solution, the number of visitors viewing product pages increased from 46.9% to 54.8%, and more visitors placed items in their carts (16.1% versus 12.2%) and checked out (11.2% versus 8.4%).



increase in conversion rate, from 5.4% to 7.2%


acceleration in ecommerce website development and approval


increase in visitor checkout