CASE STUDY

Digital accessibility delivers growth

When everyone working for Swiss Post rallied around making their website accessible, SEO performance and quality assurance got a huge boost, as did conversions. Swiss precision for the win.

1849

year founded

sites within the company’s domain

54,000

employees worldwide

The problem

Founded 175 years ago and long regarded as the world's best post service, Swiss Post doesn't just deliver the mail: It also operates public transport and one of the country's leading financial institutions and offers e-government services and e-voting, ticket sales, document management, and real estate management.

That complexity demands a sprawling digital estate, with seven websites, thousands of web pages, links, and PDFs, plus content in four languages. Adding to the company's management challenges? Manual accessibility checks and the lack of a reliable reporting system in place that could keep stakeholders aligned.

Accessibility is definitely not just a regulatory compliance, but rather an asset that can contribute to business success. Because accessible customer journeys make for simple, easy-to-use processes, and that benefits everyone, whether you have impairments or not. It also benefits elderly people, people with a migrant background, or people who do not have a high level of education.

Isabelle Haas

Head of Accessibility Department

The solve

Once stakeholders across organization, including IT, communications, and the C-suite, agreed that a single tool that would manage accessibility, content quality, and search engine performance would be an optimal solution to the challenges facing Swiss Post, Siteimprove was the obvious choice.

First up, Swiss Post tackled accessibility, and their Siteimprove Accessibility Score helped leadership see how quickly improvements took hold. From there, leveraging a CMS plugin, the team tackled an array of content and technical issues; that effort resulted in more streamlined user experience and an increase in organic visibility by 12 percent.

Then it came time to decide whether Google Ads or SEO was the better investment for further raising their visibility. Swiss Post's team decided to double down on SEO — the right call when they invested in expanding their retail shop.

Now, Swiss Post can retain their status as the World's Best Postal Service.