Web Design and Dev
A website is OFTEN THE first look at a company. Its essential to have a website that has great content, is easy to navigate, and looks and feels on brand.
As the Digital Marketing Manager at NuoDB, I ran the corporate website. I managed our developers, produced wireframes and prototypes to brainstorm page updates, worked on front-end Drupal adjustments (sometimes requiring HTML and CSS), and analyzed traffic using Google Analytics. Over 6 months, I lead a website redesign project with help from the team Adapt Agency that launched in May 2020. Take a look at the transformation…
A Focus on Conversion
Conversion was important to the NuoDB team, so we focused heavily on the free Community Edition download process throughout the project.
How will the prospect access the software? What will the marketing automation flows look like after they convert?
By reviewing all the ways a prospect could find and access NuoDB, we came up with a process to collect the most conversions and set up personalized flows depending on the environment they wanted to run the software in to help the users get started.
Graphics & Illustration
Database software is not the most visual thing out there… To make such an abstract technology feel more tangible, we used illustrations as hero images to highlight the key benefits of NuoDB — availability, scalability, and flexibility.
We also utilized organic shapes to create a sense of movement across the site.
A Revamped Blog
As we started to ramp up content creation, we wanted to ensure our blog was in good shape. Previously, NuoDB had two separate blogs: a Tech Blog and a Corporate Blog, which created confusion for users. We merged our blogs on the new site, creating one blog complete with categories to filter by subject.
Additionally, we added a blog subscribe function as the blog CTA, so users can get email notifications about new posts. We hope to see this function increase our return visitors.
A Reorganized Content Library
Another area that needed improvement was the content library. Previously, we had a library with carousels of content. However, even our own team members could not easily find the assets they needed, as most were hidden from view. With the new site, the content library displays all the assets available on one page, without having to scroll through multiple carousels. The new filter option allows users to filter the results by resource type. Eventually, NuoDB hopes to add a subject filter based on tags as well.
Scroll Map Analysis
We used Crazy Egg to monitor how users engage with our web content.
By analyzing the scroll heat map, we can identify how our messaging resonates with our audience. After looking at the screenshots below, we concluded that for our business pages, the content resonates well, but for our tech pages, there was a potential mismatch between expectations and the content posted.
We used this data to rewrite and reorganize our tech use case pages, in hopes of providing our audience the content they are looking for on those pages.
50% of our audience only made it 1/3 of the way down our tech-based pages (green divide)
In contrast, 50% of our audience completed our business-based pages (green divide)