February 2020 - May 2020
Sales Asset Hub:
WordPress Web Solution
Directed the development of a WordPress website to elevate sales communication efficiency and amplify marketing efforts.
Empowering Sales Through Centralized Marketing Asset Access
In our quest to streamline global sales initiatives, we developed a website enabling our sales team to access country-specific marketing assets from a central location. This project aimed for peak efficiency, reducing asset requests, boosting campaign awareness, and enhancing team productivity.
Winning the Website Contract
This project was initially slated for our contracted creative agency, responsible for designing our marketing initiatives. However, I proactively proposed an individual freelance contract to take charge of website development. After winning the contract, I assumed dual roles—developing and designing the website on a CMS tailored to the project's requirements, while also serving as the project manager through successful delivery.
Planning for Success: Crafting the Project Roadmap
My first step was to craft a project plan/charter. With slightly over three months at my disposal, I had to address problem discovery, design the solution, and develop the site, consuming approximately 60% of the project timeline. The remaining 40% was allocated as contingency time for rigorous testing and a pilot phase, ensuring a robust safety net to handle unforeseen issues.
Wireframes
Used to help illustrate site to key stakeholders and begin gathering data elements needed for execution.
slide to change the fidelity
Refinement
The following enhancements were based on 6 months of web analytics synthesized from Google Analytics.
1. Quick Find
Through a series of tree tests and card sorts with the sales team, the below site map was born.
2. Social Share
Through a series of tree tests and card sorts with the sales team, the below site map was born.
3. Search FAQs
Through a series of tree tests and card sorts with the sales team, the below site map was born.
Results
Using PowerBi, I created a dashboard to track our email metrics.
Key Metrics
42.9%
Increase in yearly revenue
Total revenue from direct click to purchase over $1,000,000.
15.1%
Improved clickthrough rate
Overall click through rate for multiple audience groups increased.
25%
Improved efficiency
Time to market improved because of defined templates.
-3.4%
Reduced unsubscribe rate
Retention of customers improved as engagement increased.
Reflection
Different consumers require different approaches