History
I created the initial layout and framework for the handling of our Accounting and Aviation websites. Both sites have a very different clientele: accountants and pilots.
Problem
Accounting Site Goals
Aviation Site Goals
Outcome
The site is now very easy and flexible to update. The company has been able to quickly adapt the site, such as launching a large campaign. A very recent benefit of the site’s flexibility was a massive and abrupt update to include policy and procedure changes due to the COVID-19 pandemic.
Internet sales increased 3-4 months after the redesign and customer service calls decreased dramatically after the first month.
Employment applications to the company increased after the site redesign. The main reason for the surge of new applicants was improved confidence in the brand.
When reviewing our site for performance and engagement, I uncovered from chat logs and heat map data that some users were not able to find certain information (e.g. features, videos, details) about the product. I determined the product pages needed to be updated to make this information easier to find and access.
From customer feedback, I also determined that CPA users were having difficulty purchasing individual sections of the main product bundle.
I worked with product owners in updating the product pages and we A/B tested the designs. According to Google Analytics, the improvement from the baseline was 15-20%, so definitely considered a success!
Audits for pain points on high traffic pages helped uncover some simple fixes that had big results. A/B tests helped determine that the problem was in copy and semantic wording. After updating the page, a 25% higher click-through rate was achieved. The solution was simple but effective; it was to set expectations for the user, rather than remain mysterious about the details of the free trial.
Other significant updates to tactics on the site included my push for integrated in-line sales messaging that reduced clutter on the site, while also still pushing sales to users. The first sale that implemented my tactics performed 30% better than previous sales. It was adopted quickly into the process thereafter.
I created a specialty hiring page to capture developers from a tech company that was relocating overseas. The goal of the page was to entice workers who wished to remain working in their city. Wordpress is so flexible and easy, the page was up within 4 hours of the request.
Other specialty pages I’ve created in the past with Wordpress included: special partnership pages, conference sponsorship pages, special site-wide sales and company initiatives (such as charitable programs).
Gleim Publications develops and distributes study and reference materials to help customers learn and understand Accounting and Aviation. Their mission is to maximize knowledge transfer while minimizing your time, frustration, and cost. They provide to accountants and pilots with easy-to-use, effective knowledge transfer systems. This stems from the company’s founder, Dr. Irvin Gleim (a prolific Professor of Accounting at University of Florida) having a passion for both accounting and aviation. He leveraged his self-study products to include pilot training as well.
