Google
Achieving Digital Excellence around the Globe
Overview
Ongoing collaboration with Google to boost their clients’ business growth by improving user experience and messaging and refining marketing strategies.
Since 2020, Google Israel has been partnering with Cognit to leverage our proven expertise in research and design, as well as our deep understanding of users and their motivations throughout the entire customer journey, to promote excellence in creating and optimizing digital experiences for their clients. We have cooperated with Google Israel on numerous projects to enhance performance for their clients, ranging from small startups to large enterprises, across diverse industries, including B2B, B2C, and multiple domains including e-commerce, Fintech, medical, SaaS, wellness, and gaming. As part of this partnership, Cognit conducted user labs, UX research projects, UX audits and copy workshops, aiming at reshaping user experience and refining messaging and marketing strategies to drive growth, reduce friction, and ultimately boost key performance indicators (KPIs) for Google’s clients.
Understanding the clients’ global audiences
Every user, anywhere. With our proven expertise in global research ops, we brought genuine insights that helped businesses navigate branding, marketing and customer experience across borders.
User Labs: A Hands-On Exploration of User Behavior
Cognit conducted User Labs for a broad range of Google’s clients, aiming to enhance onboarding flows, conversion and purchasing funnels, product adoption, and customer retention. These workshops were designed to immerse company leaders and decision makers from various departments into the user experience by observing real users interact with their products. These sessions fostered insightful discussions, leading to actionable plans aimed at improving product offerings and KPIs. For instance, the labs revealed that mistrust among users stemmed from poor cultural adaptation of landing page language. Another insight showed that low adoption rates of new features were due to misunderstandings of pricing and messaging relevance. The impact was immediate: landing page copy was refined to better align with user needs and expectations, and product design underwent significant changes to enhance user engagement.
Cross-market brand research: Boosting creative and marketing strategy with user insights
Our partnership also involved conducting brand awareness research that aimed at refining creative and marketing strategies and monitor campaign effectiveness. In a longitudinal research across 10+ countries over a span of 2.5 years, we included both quantitative and qualitative methods to identify and track trends over time. In a more focused “brand lab” we brought the client user feedback that boosted creative ideas for brand campaigns. A key focus in these activities was on localization and cultural adaptation, particularly for companies looking to penetrate new markets or expand globally. The insights gleaned from these research activities helped Google’s clients better understand the nuances of different markets, leading to more effective and culturally sensitive marketing strategies, campaigns and website designs.
Creating a cohesive experience throughout the user journey
From quick fixes to long-term impact, our expertise turned friction into seamless interactions and drove measurable success.
UX Audits: Expert Insights, Quick Fixes and Big Gains
For clients facing drop-off challenges and looking for a swift and targeted approach to improving their conversion rates, Cognit carried out UX Audits. The audits provided a thorough yet rapid evaluation of landing pages and conversion funnels. By analyzing the user journey and benchmarking against competitors, we identified friction points and delivered precise recommendations—ranging from messaging alignment and content reorganization to the use of authentic imagery and social proof. These audits not only offered immediate improvements but also laid out a roadmap for further testing and optimization to ensure sustained success.
Copy Labs and Expert Talks: Elevating Google Search Performance with Effective Copy
Cognit team of content experts facilitated Ads Copy Labs, specifically designed to improve Google Search performance through optimized ad copy. These workshops brought together marketing, search, and content teams to refine their messaging strategies. By dissecting and reconstructing ad copy and providing best practices for generating copy with AI, the labs helped teams create more compelling and effective ads at scale, directly contributing to better search performance and higher engagement rates. In addition, Cognit content experts are often invited to give talks on these topics at client events, motivating campaign managers and content teams to rethink their copy strategies and learn how to improve their copy at scale.
