Industry
Online marketplace
Mirakl
130,277 MQLs in the first 7 months from a 135% improved conversion rate.
16,751
marketing qualified leads in the first 7 months
32%
average CVR across top 10 form submits
123%
improvement in conversion rate across site
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To maintain unicorn status, you can’t let your guard down—there are too many hungry incumbents waiting to steal market share. Mirakl asked us to launch an untouchable website to defend their position and we gladly delivered the reinforcements.
The opportunity
You can't touch this
Mirakl is the leading enterprise solution for marketplace platforms across industries for B2B and B2C companies ready to scale their ecommerce.
As the only hyper growth unicorn leader in the space, they had the best platform to win customers, but they needed a marketing presence and brand identity to match. Mirakl came to us for a marketing site that would reflect their refined messaging, modernize their visual identity, and act as a perpetual lead generation machine that their competitors couldn’t match.
Our Strategy
The challenge
The double edge of brand awareness
As a category leader, Mirakl had a strong and established brand. But adhering too closely to brand guidelines can often stifle creativity and make it difficult to visually differentiate from the competition.
Our challenge was to modernize the Mirakl website and defend their market position from within the existing messaging and brand guidelines that had brought them success so far.
And to do it, we would have to align stakeholders across multiple teams and countries—each with their own agenda and website objectives. That meant bridging everyone from across US Marketing, EMEA Marketing, Revenue Operations, People Operations, Legal, Security, Seller and Partnership teams while adhering to SRE protocols and ensuring GDPR and SOC2 compliance.
The research
Uncover the rookie mistakes
To beat the enemy, we first had to know them. We started Mirakl’s new website with thorough competitor research to examine how younger companies presented themselves. On the flip side, we also interviewed countless stakeholders across Mirakl to drill into their deepest differentiators.
Unsurprisingly, most young competitors were hyper-focused on features. Instead of telling a broader story, they fixated on disjointed lists and UI screens. They also lacked the depth and breadth of social proof that Mirakl had accumulated over the past 12+ years.
Lastly, we dug deep to understand the needs of each audience persona including customers, partners, and job seekers. We mapped each journey and prepared to support them in the new website.
The direction
Features are tables stakes
We dug deeper than basic feature lists and UI screens to create a broader story for Mirakl. After all, emotion and story are major drivers in B2B purchase decisions (despite how rational we think we are).
Instead, we told the story of “Now or never—at scale”. To support this, we elevated the proof points and key differentiators of Technology, Expertise, and Ecosystem into the navigation and created clear pathways between each one.
SOLUTIONS NAVIGATION
Then to develop that story further, we created a distinct visual language within the bounds of their existing brand guidelines. If marketplace operators wanted to offer more products without having to store them in a warehouse, why not show that? We brought it to life with custom, augmented storefront animations.
Then to develop that story further, we created a distinct visual language within the bounds of their existing brand guidelines. If marketplace operators wanted to offer more products without having to store them in a warehouse, why not show that? We brought it to life with custom, augmented storefront animations.
Once the English site was successfully launched, we worked with Mirakl’s international teams to add regionalization and language translations. Then we launched regionalized sites for Japanese, French, Spanish, Dutch, Italian and Portuguese.
Our Solution
The results
An audience engaged with answers
130,277
MLQs in the first 7 months
13.5%
conversion rate on form fills
135%
improvement in conversion rate
20%
more engagement with site content
165
customer testimonials across pages
7
languages
The moral of the story
Nurturing a deep trust
Standing out from the competition with modernized messaging and design may have been the initial goal for the new website, but that was only the beginning.
In the busy world of a hyper growth unicorn, Mirakl doesn’t have time to maintain a website—let alone strategically consolidate requests from across international teams and languages. So we handle it. We continue to support Mirakl through their growth phase and guide their stakeholders through every edit, addition, and strategic marketing decision they don’t want to handle. And we do it fast.
“We did it! I know it has been some late nights, long weekends and blurry eyes but man do we have a sexy website. Everyone please take a moment and just feel proud of the before and after. This is a stunning website and I can’t wait for the whole world to see it as we continue to promote it.”
