Transcription
Who Says Elephants Can’t Dance?How IBM’s digital marketing leaders drove changeand optimized website usabilityMarjorie J. Madfis, Worldwide Editor, IBM Software home pageDaniel Burstein, Director of Editorial Content, MECLABS
PresentersMarjorie J. Madfis, Worldwide Editor, IBM Softwarehome page, @marjorie mDaniel Burstein, Director of Editorial Content, MECLABS,@DanielBurstein2
The corporate onsultingSoftware MktLotusTivoliWeb leadWebsphereWeb leadRationalWeb leadInformation MgtWweb leadWeb leadMarketingMarketing1.Corporate marketing strategy MarketingSocial Media2.Software marketing strategy 3.Capabilities and acquisitionsBusiness unit (“brands”) marketing 3Smarter PlanetIBMers as expertsLeads and revenue
IBM Software – evolution from “brands” to “capabilities”Before 20102010 and ty4Software capabilitiesProduct families Business Analytics Enterprise Content Management Information Management Lotus Rational Tivoli WebSphere
Driving change through research1.Understand the businessWho is my stakeholder? What arethe business goals?2.Understand the customerWho are they? What are theirgoals? What to they want, like,dislike?3.Identify goals for the designUse words, simple pictures, andwire-frames; get agreement.4.Design & evaluate with customers, re-design,evaluate with customers, redesign 5
Experts: Business mission matches visitor desire"Very soon, people will be searchingnot for content, but for experts– notjust anyone who has the time to blogor tweet, but people who actuallyknow what they’re talking about."Jon Iwata, IBM Sr. VP Marketing2009 speechDesign A:ControlDesign ADesign B6
IBM Software home page 3-way testControlBA7
IBM Software test results heat mapControlAWINNER8B
What we learnedFindingsNavigation :Mega menuNavigation:TabsCHQToo many choicesSWGLarger size, distinctly separatedExpertsCHQSWGLarger, easy to see how to connectOffersBURegistrations on deeper pagesCommunitiesSWGInterest in engaging with peers9
Flexible design still meets objectivesDeployed in 60 countries: local language, local experts,local contentVariations:Length of copyNumber of expertsCommunitiesTwitter feedPolandJapan10
Research Steps1.Understand business priorities–2.Interviews with 8 executivesUnderstand Geo Web marketing requirements andpriorities–3.Online survey of IBM country Software home page ownersIdentify current visitor goals–4.Intercept pop question link on 8 country SWHPs to poll visitorsabout their current goals for visit to the pageIdentify prospect/customer requirements and priorities–5.Online UserZoom study with N 291 end user prospects (Worldwide)Evaluate 3 designs– Customer reactions to initial designs–6.One on one, 90-minute phone sessions, usability studyLive “A/B” evaluation with 2 designs and current page––Determine winnerThen, iterate to optimize the design11
Resources“Website Testing: Research and testing leads to new IBMSoftware Group homepage, 23% increase in ident 32009Landing Page Optimization: Goodbye stock photos and HappyMan, hello social -and-landingpage-design/lpo-photo-social-media/12
Connect Web: www.ibm.com/softwareEmail: madfis@us.ibm.comTwitter: marjorie mLinked In: Marjorie MadfisVisit IBM at the B2B Summit13
Who Says Elephants an’t Dance? How IBM’s digital marketing leaders drove change and optimized website usability Marjorie J. Madfis, Worldwide Editor, IBM Software home page Daniel Burstein, Director of Editorial Content, MECLABS . 2 Presenters
