The company had recently invested significant resources into upgrading their website’s dynamic publishing content management platform. The intent of the investment was to drive a stronger lead generation among multiple industry verticals for their internal sales team. However, internal user surveys and other feedback channels quickly revealed that the website’s content was unclear, overly verbose, and intertwined with multiple industry verticals, hindering the underlying intent of the investment. As such, the company sought Cicero’s help in identifying the critical issues at play and helping to define a long-term content and development strategy for the website.
Cicero engaged in a three-phase research campaign, which was comprised of in-depth phone interviews, in-person engagement sessions, and a robust online survey. The research strategy allowed Cicero to perform a comprehensive website audit, which included content and usability research, as well as decision-journey tracking. At the conclusion of the research, Cicero provided the client with a clear long-term strategy for their website’s content, user experience design, interaction design, and advanced functionality.