The Project:
Lumension Corporate Website

The Challenge:

The goal was simple, increase trial conversions on all products and solutions pages. That's as simple as it gets, but the challenges were anything but. A technical audience requires a deep level of content, and a site that supports each phase of the sales process must provide relevant offers every step of the way. This quickly becomes content on top of content. Which if not handled properly it will all work against the goal of converting that prospect into a lead.

The Solution:

The first step in simplifying the design was to increase the number of pages. While adding pages seems counterintuitive it was done in a way that to the user is unified. What looks like tabbed content – is actually different pages on content working together as one. Each delivering materials for a specific step in the sales cycle – each driving to offers that are relevant for that stage in the process. Each page building it's own SEO value.

The next piece of the puzzle was to make these pages more engaging. Previously any promotional offer found in the original design was relegated into a sidebar. One that was easily, and often, ignored by the users. When the offer did manage catch someone's eye, they were whisked away to another section of the website, one that did not help drive them to trial. To address this issue – selective offers were moved out of the sidebar and into the body of content. If the user reached the bottom of the page, and still hadn't taken any offers, they were presented with a large call-to-action. We've actually found that these offers, at the bottom of the pages, have done the best at converting to opportunities.

Once the pages, the content and offers were all working as one - we gave them an entry point that tied them all together with an introduction page. With a simple layout, limited copy, and a focused call to action we had moved the deep dive of content behind the front door.

The results have proved to be worth the efforts.