CGG

The Client

CGG is a global geoscience technology leader. Employing approximately 3,700 people worldwide, CGG provides a comprehensive range of data, products, services and solutions that support its clients to more efficiently and responsibly solve complex natural resource, environmental and infrastructure challenges. 

The Situation

CGG's previous website had become dated, was difficult to update and no longer reflected the business environment in which the company operated. The company’s objective was to develop a research-based website to match client expectations, differentiate the company from its competitors, attract potential candidates with highly technical backgrounds and align with its evolving business strategy. Specifically, the company wanted to generate increased traffic while still being able to effectively measure conversion; achieve a lower bouncerate; increase average time on pages; and create a website that the marketing team could easily control and update using a set of standard but configurable modules.

The Challenge

CGG is a large, matrixed organization, with contributors to the website from diverse business lines, geographies and business functions. Because the previous website had grown to include more than 500 pages of static content, most of which had not been reviewed for relevance or validity, auditing and condensing site content would be a challenge. 

From a CMS perspective, managing the previous site’s content in the backend was neither user-friendly nor intuitive. For the new site to be successful, content management needed to be simplified.

The Solution

CGG turned to digital partner Adcetera to lead its transformation. Adcetera knew the new site would need to differ significantly from the company’s previous site in its information architecture, design and content. Wanting a platform that offered the flexibility of managing unstructured and structured data in an easy-to-use way while providing stability, security and scalability, Adcetera decided to develop the new site on Acquia Cloud. 

Working together, the teams built the new site using Acquia Site Studio, the low code site builder for Drupal, which provided several specific benefits:

• An expedited development timeline: Using Site Studio framework, Adcetera’s front-end team was able to complete site components in under three months, without the need for writing significant amounts of custom code. 
• A superior editing interface: Site Studio allowed CGG content authors immense flexibility, letting them nest components within other components and deliver dynamic front-end experiences. 
• The ability to manage content at scale: Site Studio's Component Content feature allowed a component (and its content) to be reused on the site without having to duplicate content.
• Enhanced search functionality: Using Acquia Search, the team built several interfaces with features including suggestive search, refiners/faceted search and document searching.
• Easy content migration: Leveraging Acquia Cloud Platform’s Continuous Deployment (CD) environments during the build phase allowed CGG to continue to migrate content as Adcetera’s team finalized development of the site.

The Results

Since the new CGG site launched on January 29, 2021, several key performance metrics have quantitatively improved:

• 55.75% increase in unique pageviews
• 85.4% increase in average time on page
• 110% increase in session numbers
• 146% increase in overall users
• 151% increase in new users 

In terms of qualitative results, managing and editing site content is now easier for the internal CGG team. Authors can now easily edit content in one place and it’s updated throughout the site instantly. With the enhanced search capabilities of the new site, visitors can now find the content they're looking for quicker and easier than with the previous website.