In October 2022, we shared the plans for revamping our site, making jmp.com a site that is…
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Easy for visitors to find answers to problems.
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Clean, simplified and optimized.
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User-focused, solution-centric and data-driven.
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A true sales and marketing machine.
In that article we listed out the ways in which we hoped to achieve this goal. So now it’s time to review and see how did did.
Milestones Complete:
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Simplified navigation: Make it easy for visitors to find relevant content and resources quickly.
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New Our Company section: Highlighting our story and our leadership. Prominently featured in the top right menu, aligned with where visitors are expecting to find this information and consistent with other brand’s websites in our industry.
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New Why JMP menu: Connecting standardized, high-level messaging that positions JMP at the enterprise level to help support account expansion (with messages applicable to all organizations no matter where they are at in their journey to analytics excellence).
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Revamped product pages: New modern design with cross-links to position our suite of premium products.
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New capabilities menu/pages: Aligned with the analytic workflow, these new pages consist of 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, to the online documentation and to resources from JMP Education. This section of the site enables us to promote the right supporting assets to the right people at the right time.
Milestones In Progress:
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Clear, aligned messaging: Make the messages simpler, more direct, with greater staying power. The messages need to be short, bite-sizes and consumable in a very short amount of time.
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Still to do: As we have shared before, we see this new navigation as the baseline structure to build upon in 2023. It’s the start of brand new content strategy. So now that we have this structure in place, continual improvement of our site - from messaging, design, calls to actions (CTA) and gaps in resources is going to be that much simpler and provide the base for a quality system moving forward.
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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.
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Still to do: Procurement is in progress pending final MSA and legal review. Following procurement, there will be some setup time to configure the system to work with our routing rules, and then internal training will be made available.
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Integrating social proof: Our customers love us. And we love @Meg_Eberle user stories and @amy_bullock's work with G2. We are finding new ways to integrate customer where they will have the most lift as well as stories, quotes and ROI statements to elevate our position in the market and validate our messaging.
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Still to do: Related to bullet #1, we have started, but have more to do, integrating this customer validation to related messaging.
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Content Creation Process: With the introduction of our new project management tool, we are excited to build out a content creation and review process that will enable all of our teams to work more transparently and effectively; doing the right things, not just doing things right.
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Industry alignment: Centered around the industry process, focusing on our core markets and how we support them.
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Tagging of assets utilizing taxonomy: Make it so that relevant resources are promoted and easily findable from related content to the right people.
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Still to do: Larry and team have processed a substantial amount of resources, tagging assets and doing a great job of defining a sustainable process moving forward on how to ensure we continue this effort. Several recent/relevant Resource Center assets have been identified and tagged for each JMP capability. All new Capability pages have three “Featured Resources” (highlighted in blue from recommendations found here) with plan to add link to full list soon. Next step is to continue tagging effort into other systems/properties such as blogs, YouTube, etc.
Be excited, there’s even more to come:
In addition to what is listed in the “In the works” section, we have more initiatives throughout 2023. Some items we want to highlight:
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Internal Documentation and Training: Each and every single page in the main navigation will have training session (part of product management training series) a related internal page that will talk about positioning, strategy for selling that product, selling into that industry or utilizing that message in sales conversations.
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“Value blocks”: Elevated messages that accentuate particular selling points within a product, capability or industry. Messages that can easily be pulled and syndicated in other marketing and sales efforts.
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Metrics and testing: Once the new site structure and all associated new pages are published, we will perform ongoing reviews of interactions with our new menus, as well as assess conversion rates on primary calls to action across the site. We will then prioritize areas for improvement and (using VWO, our conversion rate optimization tool) implement tests to iteratively improve performance.
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We are moving: All of what we are currently doing is setting us up for success as we prepare to move jmp.com to a new system for efficient content authoring in 2023. With the simplified nav, with assets/pages tagged, with metrics measuring impact of content, we are going to know exactly what we pull over to new system and how we can improve.
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Quarterly updates: As our updates to the site continue, so will transparency of performance and communication of any significant changes - what they mean for sales, what they mean for marketing, and how our site’s goals are impacting JMP’s profitability. Each quarter we will publish an InsideJMP article with updates like this that also include the metrics, etc.
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Updated pricing/offer page: Another exciting alignment effort as we roll-out JMP-only systems to software procurement and purchasing will be accelerating the pace at which customers can procure the software, completely self-service. Look for updated pages on jmp.com to support that effort in the near future.
- Global translation and rollout: Currently, the new menu structure and supporting pages on jmp.com mentioned in this article have only been rolled out on the United States and Canadian country sites. Global implementation, however, is definitely part of the plan. As mentioned above, we're currently monitoring (and measuring) the effects of the new navigation. Once we're confident the changes are performing as we expect, we plan to roll out the new navigation and supporting pages to all English sites. Finally, we'll tackle translation and global rollout to all non-English country sites. Look for more information and progress reports in the next, and subsequent, quarterly updates.
Thank you!
A huge shout out to the group of folks who made this transition possible:
Whatcha think? Let’s hear it.
What do you think of the new site structure? What do you wish you would see? What do you like, not like? Please use this form to let us know where you think we may be able to improve.
