Case Study CRU
A fragmented legacy website was slowing CRU's global marketing operations. Remarkable rebuilt it on Optimizely — and demo requests increased by 2,000%.
A fragmented legacy website was slowing CRU's global marketing operations. Remarkable rebuilt it on Optimizely — and demo requests increased by 2,000%.
CRU is a global commodities intelligence provider serving the metals, mining and energy markets, with teams operating across Europe, the Americas and Asia. Their legacy digital presence had become fragmented and difficult to scale, limiting their ability to deliver timely insights and efficient global marketing operations.
CRU set out to replace their outdated and manually maintained website with a modern, scalable platform capable of supporting their global digital strategy. The goals included improving content governance, enabling faster publishing workflows, consolidating inefficient tools, and strengthening lead generation. The project also aimed to support multilingual needs, reflect updated brand positioning, and create a sustainable technology foundation for their long‑term digital roadmap.
We designed and delivered a new marketing website for CRU on Optimizely CMS 12, replacing their fragmented legacy setup with a unified, scalable digital platform. This included creating a full component and page‑template library, redesigning the information architecture, integrating improved form handling, and automating key workflows such as webinar ingestion. We enabled multilingual capability, aligned the experience with their new brand, and streamlined editorial processes through improved governance, validation and training. The solution also established the core foundations for future enhancements, including content recommendations, DAM rollout and further global language expansion.
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