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Strategy, Digital Marketing, Split Testing & Personalisation, Conversion Rate Optimisation, Experience Platform, Integration, Analytics.
Their focus lies in supporting organisations navigating transformation through technology and the digital world. Following a firmwide brand refresh, they relaunched www.twobirds.com in February 2022, bringing their new visual identity to life. With the relaunch complete, Bird & Bird entered an exciting new phase of ongoing website optimisation. To achieve their ambitious goals, they required broader support than their existing service model could provide.
After a successful RFP process, Appius began by onboarding the existing Sitecore implementation and infrastructure, identifying key areas for improvement along the way. Several quick-win releases were implemented early on, improving site health and enhancing search and navigation features.
In parallel, Appius initiated a piece of digital strategy consultancy to create a streamlined roadmap addressing known challenges while incorporating additional recommendations uncovered during the process. The strategy has led to various large projects for digital transformation, but also an ongoing engagement and optimisation overlap between Bird & Bird and Appius. Wins from this have been support for information architecture decisions on the site, better promotion of key topics and firm strengths, as well as the setup of a complete Sitecore Experience Analytics configuration to allow site personalisation and split testing.
Key achievements included a successful GA4 rollout with server-side GTM implementation and internal training sessions for the Bird & Bird team. These were supported by in-depth analysis of the value and ROI of various content and thought leadership initiatives.
Appius onboarded Bird & Bird’s Sitecore 10 implementation into Microsoft Azure, leveraging the Sitecore Azure toolkit. Ongoing application maintenance and support ensure the site remains robust and fit for purpose.
Bird & Bird also invested strategically in Passle software, enabling their lawyer cohort to share sector-leading insights efficiently. Appius recognised the challenge of differentiating their thought leadership in a landscape increasingly influenced by AI-driven content creation while maintaining efficiency for the firm’s internal teams. Following a successful Passle trial, Appius delivered a seamless integration between the website and Passle’s platform.
Sitecore experience analytics were fully enabled, with appropriate cookie consent alignment, providing a huge body of actionable data within the Experience Platform.
