Case study

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Company: Hoover's Inc., Austin, Texas
Web site:   
Launch date: July 6, 2005
Agency: In-house with assistance from Organic Inc. Hoover's revamps site with user in mind
Hoover's Inc., a D&B company, provides company, industry and market intelligence through its Web site and print catalog. Hoover's wanted to upgrade its site to improve branding, give customers advanced navigation tools and provide nonsubscribers with more content and capabilities. After some in-house work in collaboration with Organic Inc., the revamped boasts a new logo, improved navigation, tabular search results view, optimized advertising placements, improved company and industry search capabilities, Microsoft Excel download capabilities and extended options and content available to nonsubscribers. There are also new "Take the Tour" and "Subscription Options" pages detailing product offerings. The changes, which Paul Pellman, Hoover's exec VP-product and marketing, calls "more of an evolution, as opposed to a revolution," were spurred by customer input. Hoover's worked with a usability research company to better understand the preferences and habits of Hoover's site visitors and made the changes accordingly. Hoover's also unveiled a new logo and tagline: "Intelligence. Insight. Results." The redesigned home page has a cleaner look in part, said Chris Marquardt, director of engagement management at Organic, because the team relocated the site's search field. The original search field, prominently placed on the home page, may have prevented customers from browsing the site, Marquardt said. -Jessica Bobula

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