The Problem

The purpose of the website is primarily for presale education on the need for a gas detection solution and the type of gas monitor that best meets their needs. Due to low form submissions, we hypothesized that users were not able to quickly find the content needed to move them further through the sales funnel.

My Role

I was the UX designer on an Agile team comprised of 2 developers, a product manager, content writer, and digital marketer. I was responsible for determining the overall design direction of the project, the user testing, and research while collaborating with the rest of the team on ideation, prototyping, and a/b testing.

Proposed Solution

Usability testing showed:

  1. Users could not find certain application notes, white papers, and other valuable content to help educate them. Certain product related documents were not on the right pages and users were looking in other locations to find them.
  2. Users were unaware there was a resource section under the main nav. It was called news room and users often passed it up not realizing the content they were looking for was in there.
  3. High content documents were not properly gated.
  4. This is an ongoing project as we are continuing to uncover more areas where we can improve (Product Search, Product Configurator, Quote Cart) through user testing, a/b testing, Just Do It (JDI) tasks, watching user sessions on Full Story, and customer feedback. These other issues will be taken care of in future sprints.

How the Problem Was Solved

As a result:

  1. We reorganized the downloads and made sure they were on the proper pages and were the most up to date.
  2. Our high-quality content was under the Newsroom drop down and we renamed it “Resources”.
  3. All white papers, case studies, and eBooks are gated and displayed on the product page it goes with as a featured document.
  4. All product pages that contained a form at the bottom of the page now has a button located above the fold with a CTA to Talk to an Expert.

 

Challenges Faced

Some UI changes were not able to be made due to restrictions in the EPI server block types that were set. We had to find ways around it by playing with background and button color to make the new content added stand out. There was some resistance to make the change from Newsroom to Resources due to the number of 301 redirects that needed to be made. Some of the a/b tests performed did not have the impact that we thought so we will have to try other tests and do more user testing to determine other ways to improve the site.

Effect of Business

Because users are now able to find the  By having product specific documents on the correct product page, changing the label of the top nav to “resources” and including a gated feature download within each product page, we have seen significant increases in downloads and actionable leads.

  • 99 white paper downloads in the first month after the change, compared to 81 downloads in the prior eight months
  • 80% of the white paper downloads were new leads
  • 70% of the case study downloads were new leads

What I Learned

Due to this research we learned the importance of user testing and better understanding the types of content our customers are searching for when visiting our website. The testing uncovered user issues that were previously unknown and solidified the importance of user testing early and often to ensure a positive customer experience.