Website, product, content
Website is more than just a source of lead gen; it's one of the most impactful mediums at your disposal.
Webiste is where the first touch with users happens; where they get to know you, your product and your philosophy as a brand; where they return to look for answers. It is a full-on experience for them, and I treat it as such.
This case shows how I created a content experience for users by structuring, organizing and contextualizing product pages.
Case profile:
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TA confused by novel salestech
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New tool with difficult UX
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Unclear user use cases
Revenue Guide is a Guided selling platform that target SalesOps and RevOps. Guided selling refers to a new sales technology on the market that uses advanced analytics and data analysis to guide sales reps toward winning more deals faster.
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Revenue Grid's functionality included something called Revenue Signals - a new concept of data-based user-set notifications. During initial interviews the target audience had had difficulty understanding the tool and it's functionality.
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What is more, the sales community wasn't clear on general ways that Guided selling tech works or how they could apply it in their daily work.
UX Challenges
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No structure
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Difficult navigation
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Irrelevance to TA
"How Guided selling is different from Sales Engagement, Sales Enablement or even from a CRM? And why should we care at all?" - these were two major obstacles on the way to getting the attention of the audience.
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The product itself has been rolled out fast, and despite the massive volume and complexity of its functionality, the features could not be easily separated into feature branches. The main functionality was called Revenue Signals which product team had difficulty defining, or presenting to users in terms and values relevant to them.
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I and the team had to either to go with the product-centered webcopy and hope someone would care to unpack and apply that to their own pains, or invent a new way to explain the product from the user's point of view.
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My solution was to unpack it for them, creating UX experience that would help our persona navigate the website and see own pains answered on the pages.
UX Solutions
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Clear structure & easy navigation
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Relevance & personalized messaging
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Clear-cut copy & tailored CTAs
To tackle the challenges, I set up the plan:
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Structure: organize features in a logical and clear way, design easy navigation;
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Engagement: ensure the content is relevant, clear and personalized to the audience's pains
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Context: make the whole experience unified and holistic to the user with confident and trustworthy tone of voice
I started with digging deeper into the pains and needs of Revenue Guide's personas. Setting up a consistent sales approach and actually making sure that it's followed throughout the whole sales org was one of the most common problems that they struggled with. Failing to do that VPs of Sales, CSOs, Sales Ops, RevOps, and Sales Managers could not scale success.
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Team
Sviat Lobach | Product Owner
Stas Bondarets | Product Manager
Anna Valiukh | UX/UI Designer
Yara Nyvmerzhytska | SEO Specialist
Vlad Derevyaga | Web Developer
See it online
https://revenuegrid.com/revenue-signals/
https://revenuegrid.com/deal-guidance/
https://revenuegrid.com/sales-pipeline-visibility/
https://revenuegrid.com/conversational-intelligence/
https://revenuegrid.com/account-based-selling/
Results
Structure:
I came up with feature branches that best served the audience and helped them find exactly what they needed. I showed how to achieve greater results in each with Revenue Signals using specific use cases that were logical and clear.
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Engagement:
I created product pages that were relevant to the audience's needs and yet showcased the tool's abilities. I personalized the audience's experience using goals, terminology and pain points that were their own.
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Context:
I developed a tone of voice for Revenue Grid that was confident and authoritative, yet friendly and approachable. I contextualized the messages in my copy with tailored CTAs and sharp, short sentences that got the points across, fast.
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