Unlocking 38% more visibility – EDENRED's six-month HubSpot impact

The photo shows a group of five colleagues in a modern office setting, gathered around a table and collaborating on a project. They are smiling and engaging with each other, looking at a laptop screen. Two people are sitting, with one holding a pen, while three are standing behind them. There are colorful sticky notes on the glass wall in the background, and a plant is placed on the table. The atmosphere is dynamic and collaborative.
HubSpot - Digitalagentur SUNZINET

The project

One website, three audiences, zero personalization

As a provider in the employee benefits sector, EDENRED needed to serve distinct audiences—HR managers, finance teams, and end-employees—all through one digital front door. Their legacy system couldn't segment or personalize for these groups, leading to a one-size-fits-none experience that diluted messaging and missed conversion opportunities. 

The root of these challenges was an unaligned tech stack and business goals. EDENRED's previous platform required significant manual effort for updates and didn’t integrate well with marketing automation tools. Thus, making it hard for EDENRED to improve lead management, deliver personalized experiences, and grow revenue. 

This resulted in key challenges: 

  • Fragmented User Experience: Different audience segments had unique needs that were not addressed effectively. 
  • Inefficient Lead Management: The system failed to streamline lead capture, nurturing, or conversion, leading to missed opportunities. 
  • Lack of Data-Driven Insights: The existing platform didn’t provide the analytics needed to optimize marketing efforts and drive growth.
  • Slow Website Performance: A sluggish site negatively impacted user engagement and conversion rates. 
  • Services

    Web Development

  • Technology

    HubSpot

  • KPIs

    Page speed: +22%
    Visibility: +38%
    Impressions: +177%
    Clicks: +43%
    Duration time: +30%
    Bounce rate: -18%

  • Project Timeline

    October 2023 - January 2025

Our approach & solution

Bringing data & user experience together

At SUNZINET, our goal was to elevate EDENRED Deutschland’s digital presence by creating an agile and a user-friendly platform that seamlessly connects data with user-experience.  

After understanding the core pain points through detailed discussions, SUNZINET proposed a migration strategy that would not only modernize EDENRED's website but also enhance its operational capabilities.  

We transitioned EDENRED’s platform from a legacy website system to HubSpot — to ensure a seamless integration of marketing automation, data analytics, and content personalization. 

  • Two men sitting at a table in a casual yet professional setting, both smiling and engaged in a lighthearted conversation. One man is wearing a white shirt, while the other is dressed in a blue blazer with a pocket square. They appear to be discussing something on a tablet or screen that the man in the blazer is holding. The background is minimalistic, with a dark-colored wall, creating a relaxed yet focused atmosphere.
    • We started with a customer experience workshop, where we set SMART goals and created detailed customer personas to align the website with the needs of EDENRED’s diverse audience. 
    • By migrating to HubSpot, we streamlined lead management, integrated marketing automation, and provided robust analytics for better decision-making. 
    • This approach empowered EDENRED to gather actionable insights, fuel targeted campaigns, and optimize customer interactions based on data-driven decisions. 
  • A woman standing in front of a vibrant and colorful wall with abstract art. She is smiling, looking off to the side, and dressed in a patterned blouse with multiple necklaces. The artwork behind her features bold pink and yellow brushstrokes. The woman appears relaxed and happy in the creative, energetic setting.
    • We focused on personalizing the user experience by mapping out the customer journey and designing the website to align with the created personas. 
    • With HubSpot, we ensured the platform was tailored to meet the unique needs of each target group, making it easier for users to engage and convert. 
  • Three men in a modern office setting, gathered around a laptop placed on a sofa. They are smiling and engaging in a conversation. The man on the left is wearing a white shirt, the man in the middle has a white shirt and is looking at the laptop, and the man on the right is wearing a red and white striped shirt. The background features a dark wall with decorative circular planters and plants.
    • By aligning technology with business goals, collaborating closely with EDENRED, and focusing on customer experience, we created a solution that blended data-driven efficiency with personalized engagement.

     

    This holistic approach not only improved website performance, but also deeply resonated with users, setting EDENRED up for sustained growth and success. 

Two men sitting at a table in a casual yet professional setting, both smiling and engaged in a lighthearted conversation. One man is wearing a white shirt, while the other is dressed in a blue blazer with a pocket square. They appear to be discussing something on a tablet or screen that the man in the blazer is holding. The background is minimalistic, with a dark-colored wall, creating a relaxed yet focused atmosphere.
A woman standing in front of a vibrant and colorful wall with abstract art. She is smiling, looking off to the side, and dressed in a patterned blouse with multiple necklaces. The artwork behind her features bold pink and yellow brushstrokes. The woman appears relaxed and happy in the creative, energetic setting.
Three men in a modern office setting, gathered around a laptop placed on a sofa. They are smiling and engaging in a conversation. The man on the left is wearing a white shirt, the man in the middle has a white shirt and is looking at the laptop, and the man on the right is wearing a red and white striped shirt. The background features a dark wall with decorative circular planters and plants.

Key features

Person icon with three stars above. User-Friendliness: A more intuitive and streamlined interface for customers to navigate easily.

Desktop with a pie chart and bar graph. Marketing Automation: HubSpot’s robust tools enabled effective marketing campaigns & automations — to cut operational costs.

Three people in a circle with a machine cog between them. Lead Management & Conversion Optimization: Improved processes for capturing, nurturing, and converting leads. The addition of the "I am..." target group identification on the homepage helped to better segment users.

An icon of a bar graph. Advanced Analytics: Better insights into user behaviour for data-driven decision-making.

An icon of an internet browser with a trophy in front. Faster Page Speed: Optimized site performance for quicker loading times. 

Our collaborative approach, including a comprehensive kick-off workshop, target group analysis, and ongoing feedback, ensured the migration was aligned with EDENRED’s goals and existing systems.

A collage showcasing a woman sitting with a laptop surrounded by colorful bubbles of varying sizes containing KPIs of the new website.

The results

Turning tech into traction

Six months post-launch, EDENRED has already seen significant performance gains across key metrics. While these developments were supported by intensified SEO and organic marketing efforts during the same period, the relaunch—particularly the new functionalities and flexibility offered by HubSpot in contrast to Typo3—served as the essential foundation for these improvements.

Key performance indicators (six months after relaunch):

  • Page speed: +22%
  • Visibility: +38%
  • Impressions: +177%
  • Clicks: +43%
  • Duration time: +30%
  • Bounce rate: -18%

These metrics reflect a website that is not only faster and more visible, but also more engaging and effective at retaining user attention. The dramatic increase in impressions and clicks, paired with longer visit durations and a significantly reduced bounce rate, underscores the success of our data-driven, user-centric approach.

Beyond the numbers, our solution delivered tangible operational improvements, including:

  • Boosted User Advocacy: Increased alignment with target audience needs
  • Enhanced Conversion Rates: Streamlined lead management and better marketing tools
  • Faster Website Performance: Optimized speed for improved user experience
  • Improved Brand Representation: A more professional and modern web presence

EDENRED’s journey doesn’t end here. With the powerful capabilities of HubSpot now in place, they are poised for continued growth, improving engagement, and evolving their digital platforms to meet the ever-changing needs of the employee benefits sector.

Philipp Kneissl - Edenred DE

In our customer’s words

"With SUNZINET, we successfully carried out the relaunch of our website and the migration to Hubspot on schedule and without any friction. From requirements gathering through UX/design to a clean content migration including redirects, the team worked transparently, proactively, and solution-oriented. We were particularly impressed by the high quality of implementation, the performance of the new pages, and the enablement of our team through clear communication and appropriate training. The collaboration was consistently partnership-based—exactly what one hopes for in a complex transformation project. 
 
The switch to Hubspot provides us with tangible added value compared to our previous setup. Thanks to modular templates, we can create content significantly faster and launch landing pages, forms, and A/B tests live without IT resources, which ultimately leads to more qualified leads. So SUNZINET not only executed our relaunch flawlessly from a technical standpoint but also empowered us to make the most of Hubspot's potential. A clear recommendation." 
 

- Philipp Kneißl, Teamlead Performance Marketing

About Edenred

Located in Munich, EDENRED Deutschland GmbH is the German subsidiary of Edenred, a global leader in digital payment solutions. Specializing in employee benefits, incentive programs, and corporate services, EDENRED Deutschland GmbH provides innovative solutions that enhance both employee satisfaction and business efficiency. The company offers a wide range of services, including meal vouchers, gift cards, and digital platforms for managing employee benefits and expenses.

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Florian von Waldthausen

Business Development

waldthausen.florian@sunzinet.com