JMP.com is a 24/7/365 marketing and sales tool. We need to make sure we are getting the most out of it by providing visitors with the optimal experience.
Over the last few months, a cross-functional group has collaborated to develop a plan on the next phase of
jmp.com. Our sites are set (see what we did there?
) on making jmp.com even more powerful - ensuring our entire site is the marketing and sales engine it needs to be. A site that helps visitors easily find answers to problems
. A site that is clean, simplified and optimized. A site that is user-focused, solution-centric and data-driven.
First up: Goals.
Before decisions are made, goals must be
clearly defined:
- Ensure the value of our company, products and support are highlighted and clearly articulated.
- Provide clear, streamlined paths leading from top revenue opportunities to relevant content.
- Make it easy/lower the barriers for visitors to engage and convert.
- Drive product awareness and adoption.
- Attract relevant audiences via organic search through optimized content on priority topics.
- Ensure menu and site navigation structure is simple, clear and helps visitors quickly get to their desired destination.
Second: Metrics.
From there we developed a measurement plan designed to help us understand if we are hitting those goals. The key to this effort is establishing quantified targets associated with many of the goals mentioned above – something we have previously lacked.
For example, when we say we want to “make it easy for visitors to engage and convert,” we can make that actionable by mapping out the specific conversion objectives for each section of our site – typically some combination of trial registrations, demo requests and/or webinar registrations. By monitoring these conversion rates over time, we can quickly spot what’s working vs. what isn’t, and use those insights to prioritize optimization efforts.
VWO, our website conversion optimization software, allows us to vary page elements like button text/colors, different offers, different page designs, etc. and perform statistically valid tests to determine a winner.
Third: Structure.
The new navigation will move us from 7 main menu items to 5. From 59 submenu items to 34. Most importantly, it's simple. It's clear. And it's emphasizing what the bulk of our visitors want answers to.
- Why: Why should I or my organization buy or standardize on JMP?
- Products: What do you sell and why do I need it?
- Capabilities: Does JMP do X and will it solve my problems?
- Industries: What can JMP do for me in my industry?
- For Users: I am a user, now how do I learn and engage?
Fourth: How it all comes together.
By the end of this year, the goal is to have:
- Simplified navigation: Make it easy for visitors to find relevant content and resources quickly.
- Clear, aligned messaging: Make the messages simpler, more direct, with greater staying power.
- New Our Company section: Highlighting our story and our leadership, being led by the Communications team. Will be prominently featured in the top right menu, similar to other major organizations.
- New Why JMP menu: Connecting high-level messaging that positions JMP at the enterprise level to help support account expansion efforts and top level growth.
- Implementation of 'Book a Demo' software: Using a new tool called Chili Piper to allow customers to schedule a demo directly with our sales teams.
- Revamped product pages: New modern design, promotion/connection to premium products.
- New capabilities menu/pages: Aligned with the analytic workflow, these new pages will house high-level value statements along with a list of sub-capabilities within those capabilities. These pages will answer the question 'does JMP do x?,' and provide a clear path to how by directly connecting to related resources and events, Help and JMP Education. This area enables us to promote relevant supporting assets to the right people.
- Integrating social proof: Our customers love us. And we love @Meg_Hermes user stories and @amy_bullock's work with G2. We are finding new ways to integrate customer stories, quotes and ROI statements to elevate our position in the market and validate our messaging.
- Industry alignment: Centered around the industry process, focusing on our core markets and how we support them.
- Tagging of assets utilizing taxonomy: Make it so that relevant resources are promoted and easily findable from related content to the right people.
Fifth: Maintain, iterate and improve.
With simplicity also comes the opportunity to iterate and improve. It means not going onto the next thing but rather collecting data, experimenting, improving, making good better. It's also about efficiency. Optimal site structure makes sure that we maximize the value of every single visitor to the site. Because every visitor that is not yet a JMP user is a potential JMP user that can grow into an advocate that can help propel their company into analytics excellence.
- Content creation and quality process: Create and align around process for developing, maintaining content.
- Testing process: CTA and form testing plan developed and ready to roll in 2023.
As progress is made we will continue to share on InsideJMP and different team meetings.
Questions? Reach out to Julian Parris, Sara Doudt, John Mosier, Aaron Kennedy.
