Background on ACCO Brands
ACCO Brands, one of the world’s largest suppliers of branded office products, marketing in over 100 countries, are a holding company which own over 30 well-known brands, and have approximately 6,000 employees working for them.
Challenge
ACCO Brands initially approached us to deal with their backlog of website, eCommerce and IT issues. They had over 150 incomplete tasks within their ticketing system.
They also required technical and on-site SEO work to be carried out across multiple websites, and needed a complete revamping of their Google Analytics (GA) setup. This included, the tracking of user activity across 20 of their websites.
What we did
Our first priority was to deal with the large amount of backlogged tickets. We started by communicating with various stakeholders in order to establish which tasks were more important and needed to take precedence over others.
At the same time, we were working on our SEO strategy. After auditing four of their websites (Kensington, GBC, Nobo and Rexel), we established what technical work needed to be done in order to enhance their search engine rankings. We also provided consultation to their SEO managers on how to produce content that was SEO friendly, which would in-turn would improve their rankings.
We then used Google Tag Manager (GTM) to implement tags across 20 of their websites to enable them to track eCommerce transactions such as purchases and refunds as well as user interactions. This data was then sent to their Google Analytics account, which we completely revamped, establishing various filters and goals based on stakeholder requirements, to provide valuable insights. We also created and maintained 15 analytics dashboards, which were capable of generating statistical reports, that stakeholders could use to monitor and track activity on their website.
The Results
Within 2 weeks, we managed to lower the number of incomplete tickets down from over 150, to 20. This action managed to resolve many of their IT and website issues that were making their day-to-day work inefficient. We then went on to clear the remainder of their outstanding tasks, and continued to ensure their ticketing system remained up-to-date, which as it stands, accounts for over 800 issues altogether.
Our carefully thought-out SEO plan paid off, as ACCO brands saw their organic rank grow across the four websites, due to the technical SEO solutions we provided.
Furthermore, our efforts in re-building their analytics account meant that ACCO’s stakeholders could receive customised reports, which means they can visually track how their customers are interacting with their website’s and products, including which products were being purchased and refunded.