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B2B Website Redesign
Transforming "marketing fluff" into page templates with new content strategy to communicate product value and facilitate purchase decisions
Overview
Client:
Siemens Digital Industry Software
Team
Myself - UI/UX Designer
​2 Product Marketing Managers
1 UX Design Manager
1 Content Strategist
1 Front End Developer
This Fortune Global 50 Software company’s marketing website saw upwards of 24.3 million visitors in fiscal year 2023. My team's focus was to increase software sales for their 30+ products. One way to accomplish this was to address content strategy.
Impact
Intercept survey (Refiner) data showed 45% of customers found what they were looking for, up from a previous 30%.
"
FY21 was such a big year for us... I'd like to give kudos for the rebranding of our global marketing sites... We've been working with the Teamcenter product team to better understand the digital journey.
I'd like to give highlights to Jason Rivera for his work with the team to re-imagine how we tell stories to customers visually.
Heather Simon
VP Digital Customer Experience
Siemens Digital Industries Software
Preview of final UX revisions to web page
Problems
Challenges
The Process
Customers said:
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The graphics and language felt like"marketing fluff"
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Content lacked sufficient detail to convey product value.
Stakeholders:
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Expressed identical concerns about "marketing fluff," and
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Wanted content to be more scannable
We had a newly minted set of branded page templates and components. Since they were proofs of concept and they hadn't been used yet, we didn't know if they would address customer and stakeholder needs.
To support product teams sales goals, I organized content into smaller sections with newly edited copy, presented to stakeholders as page templates. This also addressed the content structure needs of customers.
Examples of new page templates and components
Discovery
A Buyer's Journey summarized customer's search for product information along their purchase journey.
Competitive Analysis
I conducted competitive analysis that yielded a spectrum of results; notably that the content of our direct competitor's product pages was more streamlined than ours and certainly factored into their higher sales.
Site metrics indicated page visit times were lower than our those of our direct
competitors.
I proposed that streamlining our own content structure would help customers more quickly find the information they sought.
Content Strategy
Organizing product content also meant constraining stakeholders from providing too much information to customers (what customers called "marketing fluff"). I collaborated on the assembly of new web page templates to optimize content strategy.
By assembling templates with smaller blocks of content that communicated product value more clearly and concisely, we avoided overwhelmingly long pages to prevent page abandonment.
I worked with our content strategist to carefully choose components to structure product information tailored to our customers' buying journey.
Solution
The resulting solution was a series of self-service page templates which allowed product teams to structure product content in a more concise, clear, and scannable way.
Results
Now customers can more easily and quickly understand what value Siemens products offer them. Clearer product information, brevity and branding were effective in facilitating customer purchasing.
Before updates
Teamcenter web page before updates
After updates
Teamcenter web page after updates
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