Improving Marketing Funnel
Client
Industrial Scientific (a Fortive company)
Platform
Web, Mobile, Tablet
Description
Industrial Scientific is an industrial gas detection solutions provider, manufacturing personal gas detectors to protect workers in the field. They provide a range of software solutions for live monitoring, maintenance and data management.
The Problem
The flow of leads at the top of the marketing funnel had stagnated and remained flat for an extended period. The hypothesis was that users were having difficulty finding high value thought leadership content including case studies, white papers and product bulletins.
My Role
I was the project manager and lead UX designer on an agile team comprised of another front-end developer, art director and marketing writer. I also led a series of user testing.
Proposed Solution
Using both qualitative and quantitative research, our team conducted observational user testing, contextual inquiry, stakeholder interviews and Full Story (digital experience analytics) sessions to confirm the users difficulties.
To resolve the issue we proposed restructuring resource content higher in the site structure and gating it for lead generation and promoting it in a series of social media and email campaigns.
How the Problem was Solved
We changed the website architecture pulling all content from our company newsroom to the top level navigation and created a “resources” section. All links were addressed with 301 redirects and propagated across all language proxies.
We deprioritized much of the history centered information with low traffic and removed it from the site. Then moved all required company information footer navigation.
We then created Hubspot forms and campaigns to improve lead capture and analytics.
A series of blog, social media post and email campaigns helped drive traffic to the new section.
Challenges Faces
Not all stakeholders were onboard with the changes to the site architecture. There was concern about company information being more difficult to find. There was pushback on gating the majority of thought leadership content. This is being addressed through ongoing user testing and analytics analysis. The resulting impact on traffic and leads is easing those concerns.
Business Benefits
Marketing Qualified Leads (MQLs) increased 282%
Visits to resource content increased 325%
What I Learned
Doing thorough user testing provides management with confidence to make needed changes. User testing informs critical changes to site architecture that can influence huge growth. Continued testing is needed to sustain changes and mitigate fallout.