Gartner Digital Markets
PROJECT MISSION
Gartner Digital Markets (GDM), a vital business unit within Gartner, operates three leading B2B software and services search websites—Capterra, GetApp, and Software Advice. GDM's mission is to connect software vendors with the right audience and help buyers discover suitable software solutions. The primary objectives were to optimize the user experience across vendor marketing materials, foster an increased interest in GDM’s premium offerings, and ultimately enhance the success of software vendors in their marketing endeavors.
MY ROLE
Led cross-platform design and front-end development. Guided junior team members in creating user-centric designs for email, social, and landing pages.
RESULTS
280% increase in leads, 50% increase in site traffic, and 18% increase in time spent on page (YOY).
STRATEGIC PROJECT INITIATION
Understanding the Landscape
I initiated the project with insightful discussions across Digital Markets division leaders. These conversations provided a comprehensive understanding of overarching goals, challenges, and project-specific nuances. I then orchestrated a heuristic review of all GDM marketing materials. Following this evaluation, I collaborated closely with the Director of Marketing to prioritize challenges, discuss additional research projects and create an initial roadmap for resolution. We then made a prototype, conducted usability testing, and went through multiple rounds of reviews with senior leadership.
CONTENT AND ARCHITECTURE
A Fresh Approach
Responding to usability testing findings and adapting to a shift in the overall GDM business model, we initiated a comprehensive overhaul of both content and architecture. A pivotal update involved transitioning from a global Gartner navigation to a GDM-centric menu, effectively shifting GDM from being a section of Gartner.com to a stand-alone website. This streamlined the user experience and alleviated significant confusion.
Another key transformation adjusted the site to account for GDM's evolving business model, shifting from a singular focus on lead generation services to encompassing a broader array of offerings, creating comprehensive marketing solutions. This dual-pronged approach not only addressed immediate usability concerns but strategically aligned our digital presence with the broader goals of GDM’s evolving strategy.
Initial Medium-fidelity Prototype Screen Samples
PRIMARY SOLUTIONS
Site Content:
Shifted all copy to a user-centric language, aligned with updated business model, finely tuned for both search engine optimization and enhanced accessibility.
Introduced tailored content for individual offerings.
Transformed static resources into a dynamic blog.
Integrated video content and adopted a fresh approach to imagery.
Architecture Enhancements:
Streamlining navigation for clarity, we replaced the primary Gartner navigation (focused on in-person engagements) with a GDM-centric menu, optimizing the experience for GDM users.
Replaced multi-page process for primary conversion with single modal
Introduced new pages and strategically redesigned existing page layouts for an optimized user experience.
Moved educational content to existing Vendor Portal, ensuring streamlined access for those seeking more in-depth information.
GDM HOME PAGE
Connecting the Dots
We identified numerous opportunities to meet our key objectives on the home page and implemented a strategic solution seamlessly guiding users through GDM’s new offerings, business model, and key highlights in order of priority. Our solution provided users with an alternative way to navigate the site, adding a brief introduction and clear pathways to all site content.
PRIMARY SOLUTIONS
Presented primary benefit of offerings and CTA in hero section for immediate visibility.
Introduced new content for each GDM offering and presented clear pathways for users to explore the specific content they are most interested in.
Added “Get to know GDM” video to enhance clarity around GDM and it’s family of brands.
Introduced a new section featuring GDM’s latest blog posts to encourage engagement and repeat visits
Strategically placed form at bottom of page for a final engagement nudge.
Introduced new, relevant imagery for enhanced visual appeal.
Implemented revised, user-centric copy for a more compelling experience.
Our approach not only communicates the depth of our offerings but also ensures a user-friendly journey, aligning with our business goals and promoting active engagement.
OFFERINGS PAGES
An Ever Evolving Landscape
As GDM's business model evolved, expanding its offerings, the primary offerings content shifted from a single page to a multi-page section, reflecting the new comprehensive suite of marketing services GDM now offered.
PRIMARY SOLUTIONS
Enhanced offerings overview page, listing each offering, in order of priority, with a brief description, CTA, and link to additional information.
Added new pages for each offering, explaining each in detail and encouraging users to take action.
Added dropdown in primary navigation with links to offerings overview and each individual offering page.
With these changes, GDM evolved it’s communications presenting the all-encompassing suite of marketing services that they offer, improving the user experience and driving conversions.
BLOG: HOMEPAGE AND ARTICLE TEMPLATES
Bringing Insights to Life
Adding an active blog dramatically improved both site traffic and user engagement
REQUEST A DEMO MODAL
Beauty in Simplicity
As a pivotal step in our proposed solution, we reimagined the primary conversion process for enhanced simplicity and user engagement.
KEY CHALLENGES
The main CTA directed users to a comparison page, forcing a choice between free or paid listings, no longer aligned with GDM's comprehensive marketing solutions.
Emphasis on free listings hindered the focus on premium offerings, conflicting with key objectives.
Users had to navigate through two pages, the comparison page and request page, causing inefficiency, confusion, and drop-offs.
PRIMARY SOLUTIONS
Changed primary CTA to "Request Demo" for clarity and a shift away from a sole focus on listings.
Replaced content-heavy pages with a simple modal, accessible throughout site navigation.
Consolidated listing type information under offerings for improved organization and user understanding.
This transformation streamlined the user journey and aligned the conversion process with its overarching objectives, clarifying user choices and significantly reducing inefficiencies for an enhanced overall user experience.
EMAILS AND LANDING PAGES
An Inbox Upgrade
All marketing materials were redesigned with a renewed focus on customer experience
