---
title: "Datum case study: A tour de force"
description: "Datum needed more traffic and had little view of how visitors moved towards a sale. Its new Drupal site gives its two main audiences their own landing pages, which brought a boost in traffic, interaction and conversion."
url: https://www.pivale.co/work/datum/
publisher: Pivale (https://www.pivale.co)
---

# Datum case study: A tour de force

Datum needed more traffic and had little view of how visitors moved towards a sale. Its new Drupal site gives its two main audiences their own landing pages, which brought a boost in traffic, interaction and conversion.

The problem: Datum needed more traffic and couldn't see how visitors moved towards a sale. The solution: A Drupal site with a landing page for each of its two main audiences, and one call to action: book a tour. The outcome: A boost in traffic, interaction and conversions.

| | |
|---|---|
| Client | Datum Datacentres, secure data centre and co-location provider |
| Sector | Data centres |
| Services | Discovery workshops, information architecture, Drupal build, analytics integration, hosting, support |
| Engagement | Discovery workshops in January 2017 to launch in May 2017, then support until May 2024 |

## The challenge: Growth without visibility.

Datum needed more traffic and a clear view of how visitors moved towards a sale. Its marketing and sales activity didn't yet work as one strategy.

Datum runs a secure data centre and offers co-location for business-critical IT. The business had grown since 2012, and their old website no longer reflected that.

Pivale and Datum set three goals: raise overall traffic by 50%, connect the site to third-party analytics so Datum could see how users move through the site, and make content creation easier for Datum's third-party consultants.

## What we built: A site shaped around Datum's buyers.

### A landing page per audience

Workshops identified Datum's two main user groups, Enterprise and Service Providers, and each now has a main menu entry and its own landing page.

### Book a tour

Most of Datum's conversions happen when prospects tour the facility, so booking a tour is the site's main call to action.

### Campaign landing pages

Datum and their content agency build landing pages for SEM campaigns, with custom forms and gated downloads such as white papers.

### Datum Connect

A gated area gives logged-in clients a directory of in-house services, and shows other visitors why they might join.

## What the client said

> We needed a new website to reflect that our business has grown since its inception in 2012. We turned to Pivale, unsure of exactly what we needed to change, and with their help and advice we now have a highly responsive, compelling site that better suits our service-based business. Barry and Darren were helpful throughout, providing advice and solutions whenever needed. I would thoroughly recommend their services.

— Lexie Gower, Marketing Manager, Datum Datacentres

## Results: Clearer routes, more conversions.

### Landing pages that convert

Datum's landing pages brought a boost in traffic and more interaction and conversion.

### A positive response

Visitors responded well to the new site, in particular its usability and clear calls to action.

### See how visitors move

Google Analytics and Datum's custom analytics software show Datum how users move through the site.

### Seven years of support

Pivale supported Datum with updates, new development and advice until May 2024, including upgrades to two new major versions of Drupal.

## Related solutions and services

- [Audits & discovery](https://www.pivale.co/services/audits): Customer experience and website systems audits.
- [UX/UI design](https://www.pivale.co/services/ux-ui): Interfaces people actually enjoy using.
- [Drupal development](https://www.pivale.co/services/drupal): Content management for ambitious enterprises.
- [Secure hosting](https://www.pivale.co/services/hosting): Upsun’s certified cloud, behind Cloudflare.
- [Support & security](https://www.pivale.co/services/support): Responsive support that grows with you.

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Source: https://www.pivale.co/work/datum/. Pivale is a UK digital consultancy. Book a 30-minute call at https://www.pivale.co/contact/ or email hello@pivale.co.