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A newly designed and optimized website in HubSpot CMS to increase lead generation and conversion.

About Bonda:

Bonda is an internal communication and corporate benefits platform that allows companies to provide benefits to their employees with simple and direct communication. It is used by over 500 companies in Latam, from SMEs to companies such as Coca-Cola, Visa, Axion Energy, Samsung, and Ford, among others.

The business venture started in 2010 with a Business to Customer (B2C) business model. They offered discounts to the end consumer through Bonda.com.

After several years of testing, they realized that companies were willing to invest in their staff by offering benefits and coupons to their employees or customers. So they shifted to a Business to Business (B2B) business model, which is what they do today: offer corporate benefits.

The trigger for change was the Covid-19 pandemic when they lost 50 customers in the first three weeks and they were in the middle of the platform migration process with a very ambitious goal of doubling the number of customers they had.

This move allowed them to take advantage of the opportunities, and they developed new modules to offer through the platform focused exclusively on the well-being of employees; offering online yoga and meditation classes, as well as workshops with virtual seminars on different topics for the personal growth of employees in companies.

Today, Bonda, which employs almost 50 people, is a corporate benefits platform for employees and business customers and it offers 6 main services:

• Club de Beneficios (Benefits Club)
• Wellness
• Beneficios Internos (Internal Benefits)
• Reconocimientos, Puntos y Gift Cards (Awards, Points and Gifts Cards)
• Workshops y Acciones Especiales (Workshops and Special Actions)
• Módulos Complementarios (Complementary Modules)

Bonda also offers the possibility of including a web manual with all the company's existing corporate benefits and segmenting promotions, offers, and discounts according to the employee's hierarchy, whether they are in or out of an agreement, whether they work in the office or a branch, among other options.

Project and Goal:

The project's goal was to optimize Bonda’s website by developing a newly designed one using HubSpot CMS, thus increasing lead generation and conversion.

Their previous website was slow and they couldn’t easily localize the content depending on the users' different locations in LATAM. Also, they want a website easy to update for marketers without needing a technical development team.

"Digifianz helped a benefit program expand their website to seven countries. Deliverables included new sections, acknowledgments, wellness workshops, and more."

Main Challenges:

The main challenge was incorporating the IP recognition that is easy to use for all website pages and not for individual modules.

We had 2 months to develop the whole website and to educate the team on how to use HubSpot CMS, while giving enough time for review and feedback.

The CMS implementation process needed to be quick but smooth and it was vital to be constantly aligned with the team.

Outcome:

Once the website was live, we received very positive feedback from the Bonda team.

Marketers were able to start updating the content for each LATAM country easily and quickly. What is more, while the DNS and domains configuration took place, the website was down for less than an hour, making the whole process seamless and user friendly.

They quickly expressed their happiness by saying “Great, great work team, thank you so much! Congrats to the entire team!”

How we did it: What did the work include?

• CMS Bootcamp to align project goals and set expectations:

During this session, we reviewed HubSpot's main features, focusing on the client’s main interests and goals: Smart content and rules, multilingual content and drag and drop editor.

We also reviewed how we work with the CMS: Brand theme configuration and theme modules development.

• DNS records creation and editable & responsive website:

We set the main domain (bonda.com) and subdomains (blog.bonda.com) in HubSpot. We provided the client with the data they needed to create the DNS records on their server and, finally, we took care of the final set-up and validation within HubSpot.

• Smart content for hyper-relevant website experience:

We set up the smart rules for all the website pages for 9 different countries so the content can be showcased localized depending on the user’s location.

• Multi-language pages to manage content across different languages variations

We created the multi-language variations to form a multi-language group. They can edit a multi-language variation or group from their page's dashboard.

• Blog template development:

We designed the blog template and theme using Bonda look and feel so that they can create a blog post by simply clicking on “Create”, and the new design will be automatically applied.

• Chatbot creation and setup

We created three different chat flows with a bot from scratch to connect with the website visitors. We set different actions so the bot can gather initial information about the visitor before a team member takes over the conversation. The bot asks questions, sets contact and company properties values, and saves the information in a static list.

Guidance and Continuity

This HubSpot CMS implementation is just the tip of the iceberg for Bonda. The team is also willing to implement CRM as well, as they have a big sales team with processes we think they can definitely streamline with all the powerful features HubSpot provides.

They are impressed with the tool, and they want to keep working with us to improve its usage and make it fully comprehensive.

Conclusion

Bonda CMS implementation was a successful project, not only because it performed flawlessly but also because we worked as a single team, trusting each other.

We look forward to staying in touch with Brian and Luciana to see how we can continue developing an effective and efficient approach to inbound marketing.

If you are in search of a qualified partner for your web develeopment, we would love to speak with you!