There are few initiatives more critical to JMP’s future success than its work with academia. Developing and growing relationships within this important sector just got a little easier, with the recent release of a redesigned home page and several new persona and task-based landing pages. The new site improves the customer experience and helps guide visitors by surfacing only the content most relevant to their role.
"JMP provides academia the very best analytical software in the world, and we work really hard to develop strong and lasting relationships with faculty, students and academic researchers," said Curt Hinrichs, Senior Manager of JMP Academic Sales and Marketing. "Our web site is our front door, and it’s critically important that we periodically evaluate our web presence to make sure it provides us the best chance for success.”
The effort was led by Sr. Academic Ambassador Ruth Hummel, who spearheaded the project for the JMP Global Academic Team. The core team also included Hinrichs, JMP Digital Designer Jonathan Bryant, Digital Design Manager Aaron Kennedy and Larry LaRusso, JMP’s Global Content Manager.
Defining Our Target Audience
“Over the years, the JMP Academic Team has built incredible content for professors, students and researchers alike,” explained Larry LaRusso, JMP Marketing’s Global Content Manager. “However, by surfacing all this content on the home page, we were making it hard for our visitors to find the most relevant content. The new page allows visitors to immediately select their role, creating a more personalized experience that provides easy access to the tasks and areas most important to them.”
After in-depth competitor research and a detailed audit of the existing home page, the team decided on a redesigned homepage that focused on three critical personas: Faculty, Students, and Researchers.
Hummel and team then identified three primary tasks for each persona and built or revised resource pages to support each of these areas.
The academic web site structure ensured that the most relevant content was easily accessible to visitors in three roles.The academic web site structure ensured that the most relevant content was easily accessible to visitors in three roles.
The team rolled out the pages in the United States in early July. Hummel is asking JMPers and select contacts in academia to “play around” with the new site and share any issues, concerns or suggestions for improvement. “We’ll use the next couple of months to collect feedback from professors, students and internal staff, and implement any changes before rolling them out to our global sites.”
In addition to the new pages, the team also added a listing of universities who currently license JMP at their institutions, though universities with non-disclosure agreements are not listed. “Our list of schools is an impressive one.” Hinrichs said. “We really see this as a critical marketing tool and love the fact that this is a feature of the new pages.”
Check out the new site
“The team did a lot of work over the past weeks and months,” Hinrichs explained. “We’re confident we’ve created a new experience that is intuitive, easy to navigate and delivers the most relevant content to our visitors.”
New JMP Academic Program homepage
Faculty Persona Landing Page
Student Persona Landing Page
Researcher Persona Landing Page
University Site License Listing
The New Academic Program Homepage allows visitors to personalize content by roleThe New Academic Program Homepage allows visitors to personalize content by role
