Product-Led Customer Experience: Website Navigation Refresh and Vertical Focus
An effort to help website visitors “choose their own adventure”, I worked with the web design team to revamp and modernize our website navigation and create job function specific web pages.
Collaborators: Marketing, Web Design
Areas of Focus: Product Launch, GTM Enablement, Customer Experience
The Plan
In an effort to verticalize our brand and give our website visitors more access to the information they need to make an informed decision on purchasing the product, product marketing and web design launched a project to modernize the TextExpander website and update the main website navigation.
The Goal
The ultimate goal of the project was to create a more fluid and informational experience for customers, so they can find the information they need quickly and easily. More specifically, our goals included:
Maintain website conversions on the homepage
Grow website conversions by 10% on key solutions/function pages
Maintain or grow website conversions on remaining solutions and function pages
Grow traffic to additional key pages on the website, including the TextExpander product page and text expansion category page
The Experience
Before:
The initial experience worked, but sent people down one of two paths, and didn’t extensive content for people to choose from for their particular solution.
After:
A much more modern website navigation experience with various paths based on what a customer might be looking for. The content on each page was also reconstructed to be optimized for search engines.
Ownership
End-to-end planning and project managing the new website launch
Wireframe and collaborating with web design to align on vision
Content and messaging for solution pages
Results
Maintained website conversions on the homepage month over month
Maintain or grew website conversions on key solutions and function pages
Grew traffic to additional key pages on the website, including the TextExpander product page and text expansion category page
Takeaways
This project was the first of many to modernize the TextExpander web experience and help prospects self-serve the information they may be looking for on the website. The project spanned a full quarter as much net-new content needed to be created before the project could launch.