Increasing blog readership by 400% to encourage product purchases down-funnel
My role: Project manager, UX and UI, copywriting, illustration
Challenge: Marketing team needed to increase down-funnel product adoption by improving blog readership and subscription rates.
Approach: Collaborated with the SEO and Product Marketing managers to define project reqs, then ran competitive and usability analysis on the existing blog to find gaps.
Solution: I proposed new IA and page layouts that would improve traffic to top articles, and built a new email design system to support comms.
Impact:
100% +
time per article
64% ↑
product signups
The challenge
My focus was to help users get to their desired content more quickly, and to bring some personality to sometimes uninteresting content.
Platform objectives included:
- Encourage readers to self-educate with helpful content on diverse topics and share with their networks.
- Create a recognizable, scalable design system that allows for testing and performance iteration.
- Support SEO campaigns and initiatives through link building, keyword placement and appropriate cross-posting.
Cross-functional benchmarks
2x
social sharing
↑
keyword ranking
4+
minutes on page
5 ★
mobile experience
Prioritizing accessibility and engaging content
After competitive benchmarking and a thoroughly usability study, I created wireframes that were tested with the Marketing design team and engineers.
Responsive behaviour and accessible content were crucial to improving the experience for all readers across devices, languages, and abilities.
I also worked with our PMM team to define a comms strategy that made cross-platform readership feel seamless.
Blog subscription led to higher content readership, which led to more Wave product signups.
Engage with a social post
Read the article
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A very successful launch across platforms
-$1
cost per promoted post
100%+
time per article
64% ↑
product signups
35%
CTR (avg) per email
Emails are the primary way Wave talks to its users: we present product changes, new features, and a very helpful onboarding experience via email.
I led the marketing department's transition to a universal email deployment platform, designing a flexible and mobile-first experience that delivers content in a legible and attractive way.
Building this email system saved the Marketing team 5+ hours a week creating emails.
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