Finance, internal audit, risk and IT security professionals
Key Web executive:
Michael Evans, VP-marketing
No. of people working on the site:
three internal employees; two employees from A Brand New Way
Last major redesign:
No. of pages on the site:
Internal team working with Web developer A Brand New Way
Last year, software company Approva Corp. expanded its product line so it could woo a financial audience. Its website, said Michael Evans, VP-marketing, needed to reflect the new product and the new focus, so his team—in conjuction with its Web developer, A Brand New Way—overhauled the site. According to Evans, the previous version of the site was “good, but very traditional.”
“We had very static pages that were text-heavy,” he said. “Plus, we didn't use that many graphics and probably overly focused on capabilities rather than what we could do for customers.”
The redesign, which happened during the first quarter of 2010, focused on making the site more interactive and visually appealing. Approva used the site's previous Web metrics to see the overall click stream—how people moved through the site and where they were spending the most time. Those who come to the revamped site can choose their path based on their title and department or navigate by product or solution.
Although the redesigned site has a uniform branding, every section has its own look. “We wanted people to feel, as they went page to page, that they were having a new experience,” Evans said. Social media is now a bigger part of the site, with a Twitter feed featured in many sections, and heavy use of social sites such as Twitter, Facebook and Google+ to push new sections and microsites that the company creates. The blog is featured on the home page.
Demand automation, including Eloqua and Salesforce.com, has also been integrated so the site can be used for lead nurturing as well as promotion. Since the relaunch, traffic has increased 200% and time on site is up 30% to 40%. The real benefit, however, is in sales leads, which are up 60% since the site launched, Evans said. The redesign continues this year as the company switches over from Flash to HTML 5, and optimizes for tablets and mobile devices, Evans said.
“This site has a clean interface design—the colors and typography in particular. In addition, the use of known third-party logos and quotes help enforce reputation,” said Jennifer Cardello, user experience specialist at Nielsen Norman Group.