It’s that time again. Here are the updates from the Web Strategy group on some of the more significant shifts to jmp.com around content, navigation and design, and processes. As we have shared at the end of Q4 2022 and Q1 2023, we want to continue to provide transparency into the progress, decisions and outcomes of the changes we are making to our site.
New Content
First off the “vs page” series: Beyond Spreadsheets. This series is meant to elevate and simplify our messaging around competitors - providing visitors a quick rundown of how and when JMP is a better option compared to other software. These pages are meant to provide a high level overview and serve as an effective CTA and sales resource. The Beyond Spreadsheets page is currently accessible from our software overview page. The plan is to have this page translated in the next month or so.
Next steps: Create similar pages for JMP vs Open Source and JMP vs BI tools. These will also be linked from our software overview page. Once these pages are completed, we plan to create a top level vs overview page that would appear in the Why JMP menu to make these messages more visible.
Process
JMP.com/request - IT'S THE WAY. AND ITS WORKING!
Jira Work Management is our new project management tool at JMP, helping us manage processes and remain aligned in our efforts and messaging. As documented in our recent Inside JMP Story, efficiency and alignment are important for any business, especially a modern, growing one, like ours! Thanks to the hard work of many individuals, especially, the process is fully rolled out and being used. All work requests should be logged using https://www.jmp.com/request. Submissions are posted to a TRIAGE board where they are evaluated and prioritized. If approved, requests are then routed to the appropriate work team to execute. Please note: Use of the request form is required. (Even John Sall enters requests via Jira!)
Next steps: Continue to drive requests through this process.
Content Index
As we continue to grow as a company and as teams, it's critical that we have a clear content strategy based on an understanding of our priority audiences, our core messages, our supporting resources and programs. The goal of the content and channel index is to have one, comprehensive list that spans all content teams. This index provides all of us with a clear understanding of what content we have, who owns it, what the purpose is, etc. This part of the process is not only critical for the upcoming content audit of our site, but also how we align efforts (as Jon mentioned at the reunion) and how we can continue to mature as a company in the short term and well into the future. Thank you to everyone who completed the index.
Next steps: The Content Index will be used to obtain a clearer picture of all our content types as we head into our content audit. As Jon Weisz mentioned at the reunion, as we transition to AEM cloud, we are going to be looking at what content needs to be moved over and what shouldn’t.
Metrics
Alongside our ongoing efforts to enhance our menu interaction and button click reports, we developed a new report to monitor organic search traffic that lands on an incorrect country site. These occurrences significantly decreased in May following the update of our hreflang sitemaps, which are now refreshed monthly.
Also in 2Q, we launched a test on the JMP product page using VWO, our website testing tool. The test, currently in progress, presents a subset of visitors with alternative call-to-action buttons, replacing the original 'Try' and 'Buy' buttons with 'Try' and 'Request a demo.' Our objective is to continually enhance conversion rates throughout our website.
Next steps: Now that our new menu structure has been translated and rolled out to all country sites, one of our goals for 3Q is to update our menu interaction and button click reports to include all countries.
What's coming in Q3
New/Updated Content:
- Workflow page getting a modern refresh
- Engineering Efficiency page
- JMP Live Adoption Guide
- Vs Open Source
- Vs BI Tools
- Workflow Builder page
Process:
- Content Audit
- Future state of resource center
Metrics:
- JMP Live Dashboards for major initiatives
- Meta description review of main navigation
If you have questions, comments or concerns please reach out to Sara Doudt, John Mosier, Aaron Kennedy, and Larry LaRusso.
