Berlitz sees 126% jump in lead conversions with headless CMS

The company launched an initiative to re-energize and update their business. That’s when they discovered what was holding them back: a woeful lack of consistency.

“At Berlitz, we are present across 76 countries,” said Peter Gorman, global vice president of Product and Technology at Berlitz. “Most of the existing websites were developed by agencies and contacts of the regional marketing teams. With all the disparate systems in use there was no consistency across the brand, the content on the sites, or the products that we were selling.”

To introduce consistency across their regional teams, Berlitz set out to create a centralized marketing platform. To do this, they needed a CMS that:

• Would serve as a central content hub
• Was both editor- and developer-friendly
• Provided the flexibility to swap in/out services or bring in new components as needed, without sacrificing consistency

This new approach led Berlitz to adopt Contenstack’s API-first CMS. With Contentstack, Berlitz was able to build out branded front-end presentation layers without disrupting each site’s content or underlying data.

“Introducing Contentstack to our regions and getting them to adopt it has been a breeze so far,” said Andrew Staker, lead front-end developer. “Knowing that they’ve got chat support 24/7 and you get a response almost instantly, users are very happy to use the system.”

Berlitz also wanted to address slow websites that were causing visitors to bounce. Staker called the marriage of Gatsby, a static site generator that loads pages blazingly fast, and Contentstack’s image optimization API a “no brainer” when it came to improving page speed and performance.

“Contentstack stands out for the communication, the support, and delivering clear roadmaps of features coming down the pipeline," he said. "I’ve seen several features and improvements we specifically asked for already implemented. I am doubtful we’d get such responsiveness and white glove treatment with any other platform.”