Owned

 

Site Redesign

Goal: Build a personalized, strategic experience across the owned site to empower visitors to self-identify and convert on-site.

Details: After awarding the website rebuild work to an outside agency, my team quickly realized they were not able to meet our development or creative needs. We quickly pivoted, bringing the work back in-house. I lead the project working to establish a user strategy, simplified experience (solving for skimmers) with the goal of ultimately driving prospects deeper into their journey with our brand.

Performance:

  • Reduced bounce rate by 75%

  • Increased time on site avg of 2.5 minutes

  • Increase pages/session from .02 to 2.4

  • A really pleased leadership team

User Research

Goal: Better understand the needs of our target audience on owned destinations to deliver a more engaging, value-add experience.

Details: I built a strategy to conduct 1:1 user research interviews across the country with direct alignment to site re-organization, optimization, and content strategy. Once the strategy was set, I worked closely with our PR, UX, and analytics teams to capture and catalog our findings. Within a few weeks of the final review of our research, we kicked off our website overhaul.

Performance:

  • Collected 30+ interviews, now referenced year over year

  • Site optimization proved by increased, increase from 1.4 pages/session to nearly 4 pages/session

  • Attributed 15% in-person sales to digital channel efforts

Strategic Segmentation

Goal: Better understand audience content needs & deliver personalized communications across channels.

Details: With a reach of more than 30,000 contacts, the Brevant brand needed to better understand where each customer was in their buying decision, what types of content were more likely to engage them and to empower their internal sales team with digital insights that ultimately allowed them to make a sale. Enlisting Marketo, I worked closely with our Marketing Automation leads to thoughtfully segment audiences based on location, demographic, channel preference, buying behavior and more.

Performance:

  • Increased open rate across key segments of nearly 60%

  • Delivered hundreds of engagement signals/alerts to the internal sales team each month

  • 10k+ opt-ins captured over once year via organic shares