KinderCare® Learning Centers are the nation’s leading early childhood education and childcare provider operating more than 1,600 community-based centers across the country. As the largest line of business within KinderCare Education, KinderCare has a digital-led marketing strategy that convinces prospects to take the next steps in becoming enrolled families. Connective DX has engaged with KinderCare in an ongoing multi-year relationship to create and optimize a digital experience platform that both humanizes the brand and bolsters the bottom line.
Digital marketing ecosystem enables smart business decisions
The heart of KinderCare’s digital strategy is a connected platform of marketing technology that enables local content delivery and data-driven decision-making. Connective DX helped extend KinderCare’s existing web content management system and connect it to other business-critical platforms, including CRM, web analytics, content testing, backend systems, and other custom applications. The end result is an integrated platform that delivers local content, tests digital experiences and tracks acquisition channel performance, enabling smart business decisions.
Driving business results by giving families what they want
With more than five million visits per year to KinderCare.com, the digital presence drives a large volume of qualified leads to centers around the country. That deeply personal aspect of the business makes it much more than a simple transaction with a customer.
A major part of the business impact Connective DX has delivered for KinderCare involves our Experience Analytics & Optimization practice which implemented dozens of tests across the digital experience, including landing pages, search, content, and key conversion pathways. Exemplifying user-centered design, we tested the actions of families searching for childcare to determine winning combinations and then rolled them out site-wide.
In addition to having an eight-figure impact on the bottom line in one year, these optimization efforts allowed KinderCare to balance (or even reduce) its investment in paid channels, optimizing the marketing spend.
Designing for emotional impact
As KinderCare exists to support parents and children, the website and landing pages must offer on-brand design with an engaging, emotional impact. To this end, we helped overhaul the KinderCare.com home page, improving the presentation of KinderCare’s brand and increasing online conversion—which ultimately impacted the business by enrolling more families.
The new homepage (pictured at right) engages with emotion-focused imagery and messaging, as well as personalization, which detects the user’s location and automatically locates the KinderCare centers close to them.
Digital partnership drives ongoing innovation and performance
We’re continuing our efforts to drive new programs and digital initiatives for KinderCare in the coming months and years. This includes working with KinderCare to move their website onto a new CMS platform, Sitecore 8, which will enable even more sophisticated personalization and dynamic user experiences.
In addition to website analytics, our ongoing optimization of the KinderCare site incorporates user testing and new voice of customer data. The Connective DX and KinderCare teams are also looking at how digital will engage already-enrolled families, strengthening family retention and increasing lifetime value of the customer.
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