Qumulo
Optimizing the path to purchase
%
More Conversions
%
More Sessions
%
More Pageviews
The challenge
Qumulo is a Seattle-based technology company that develops software for managing large amounts of data. Qumulo was primed to enter a period of hyper growth, but the company’s website produced low conversion rates and inadequate information for prospects.
Approach
To improve the website experience, I led a discovery to understand the buyer personas and their unique needs. The research revealed three distinct buyer types and informed the development of critical buyer paths, content strategy, and site structure.
The three buyer groups
Empathy map
Buyer group summary
Understanding the buyer
By understanding the distinct needs and goals of their buyer personas, I was able to define and prioritize critical buyer paths, which focused on providing the essential information required for a conversion.
Hypothesis
We believe that by architecting our website to align clearly with defined buyer paths, we will increase conversion.
Optimizing a path to purchase
I worked as lead designer with a cross-functional team to implement a new navigational menu, home page, and purposeful user flows through the website. These paths are intentional, directed flows of information and choices designed around important positioning content.
These pieces worked together to guide buyers towards a singular, desired outcome – a conversion.
The three buyer groups
Buyer group summary
Buyer group summaries
The impact
The updated website was launched in late 2020. By streamlining and simplifying the path to purchase, we increased website engagement and drove more conversions, leading to a significant lift in YoY metrics.
In the first quarter, the redesign resulted in:
- 212% increase in sessions
- 400% increase in conversion
- 122% increase in pageviews