Increased web promo clicks by 230%
Client
Informatica is a leading data integration and management solutions provider serving global organizations. Their data integration tools are critical to businesses as they help to unify disparate data sources, ensuring data is accurate, consistent, and up-to-date.
Project Summary
Despite high traffic volume, Informatica.com's web promos needed to get more clicks. Shortly after joining the team, my task was to boost click-through rates and drive visitors to our core product trial page.
I suspected we could use our site real estate more effectively. So, I ran a site audit in Adobe Analytics to identify areas where users clicked the most. With these insights, I placed our top promos in these "prime real-estate" spots. I also conducted A/B tests on messaging and graphics. One week after implementing changes, we saw a 230% increase in clicks, resulting in more traffic on our core product trial page.
My Role
Expertise
Tools
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Team
1 Director of Web Development
1 VP of Web Experience (Stakeholder)
Results: Increased traffic to our core product trial page by 230%.
My Approach
01
Brainstorm
Goal: Drive more traffic to our product trial page
I led this project with one goal in mind: Drive more traffic to our product trial page. This was my north star and I had to make sure the experiment aligned with it every step of the way.
To devise an effective experiment, I needed to explore our data. I met with the Director of Web Development to understand past approaches, strategies that worked and didn't, and asked questions to learn about what guided them to their current solution. He also trained me on how to utilize Adobe Analytics, Informatica's analytics platform, to pull my own data and run queries. This was very helpful for this project and others that I worked on while at the company.
02
Research
Understand our Target Audience
User personas represent the target audience, capturing their needs, goals, and behavior patterns. By understanding who I'm targeting, I can tailor strategies and solutions that resonate with them, ensuring a more effective and empathetic approach. This insight helps in aligning the product or service with the audience's expectations, optimizing user acquisition and satisfaction.
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Address the user journey
Next up, I listed and prioritized questions that proved crucial to the project roadmap. By listing questions up front, I knew where to look in Adobe Analytics and stopped myself from diving into a sea of endless information.
I listed and prioritized the following questions to guide my data collection process:
Question
Why I asked...
Gather Data
Finally, I utilized Adobe Analytics, our in-house analytics tool, using my questions as a guide on where to look inside of the platform.
Now that I had a stack of research and data waiting for me, it was time for me to start my analysis.
03
Analyze Data
1. Examine the homepage
Our homepage was naturally our top-performing page. Despite generating enough traffic to run a credible experiment, our click-through rates from home were surprisingly low.
After more research, I found out that most of the clicks going to the trial page came from our sticky orange bar on the top, the Drift chatbot promotion, which I also managed, along with emails managed by marketing. As someone on the web team, I needed to explore more options within my control. I decided to look at existing components and uncover how they were utilized.
2. Find out which components receive the most clicks
The top two performing components throughout the entire site were:
1) The vibrant orange sticky header
2) The first navigation drop down
Notably, both of these components repeated in a fixed position across every page of the site. Thus resulting in more visibility throughout any users' journey, and likely resulted in more visitor interactions.
The orange sticky header and the first drop down navigation menu proved to be the top performing components on our site.
3. Dissect the Content
I looked at the content for our top performing promotional components
At the time, the first dropdown navigation promotion did not feature our priority item - our core product trial. So naturally this led me to believe that by advertising our priority asset in the first drop-down navigation, we would see increased traffic to the core product trial page.
Hypothesis:
To direct traffic to the free-trial page, we need to feature our core product trial in both of our top-performing promotional components.
04
Launch Experiment
Launching a two-week A/B test with Adobe Target
After sharing my findings and getting buy-in from the main stakeholder, I designed a two-week A/B test using Adobe Target, and worked alongside the Director of Web Development to execute it.
I assembled the assets for the two promo spots, refined the copy for impact, and selected a bold, brand-approved graphic. We ensured all links were correctly tagged with the appropriate taxonomy, so we could review the data and properly track the experiment. Thus, we were all set for launch.
We used the existing promotions as test "A" with our new free-trial promos as our variant test "B". We aimed to gauge the traffic difference to the trial page when advertised in top-clicked site areas.
05
Learn
Review our findings
While the A/B test was planned for two weeks, significant results were observed within just a few days. The hypothesis that promoting the ad in the top two website spots would increase visits to the product trial page was validated.
Results:
Advertising in our top two promo spots increased traffic to our core product trial page by 230%.
06
Iterate
Throughout my tenure at Informatica, we continued to experiment with Adobe Target, to schedule promotions, run A/B tests, and introduce, fresh, significant assets. I made sure that a priority asset was always included in our top real-estate hot spots.