by Katelyn Fogarty
Have you heard of the concept “digital disruption?” I think I know what it means, but I also feel like it’s bigger than what I think. If you’re reading this post then you are already “digital.” What about disruption? Can we get ahead of it? I think we need to start by catching up with digital disruption and making sure we understand it, then try to get ahead of it. With the new release of the updated blog on acquia.com, we are catching up with digital disruption. As a data driven marketer, I’m constantly watching numbers and thinking of new ways to display relevant content to our target audiences. How did we do that?
- We progressively profile our users. This means that when you come to our website and want an eBook, we are going to ask you for a few pieces of information -- and when you come back to our website we’ll ask you for a bit more. This way we are able to give you content that is useful to you with less frustration to you. With this change on our website we have increased lead creation by 30% quarter to date.
- On our new blog, we now incorporates images, which makes our blog articles more enticing for readers. We also allowed for the functionality to attach relevant assets to each of our blogs. This in combination of the bullet above around progressive profiling has helped to increase traffic to our assets by 3%. I know 3% doesn’t seem like a lot but that is 3% more than we had before.
- We have started to use web personalization tools such as Evergage on our blog section. We promoted a Solr webinar on our blog section for a few weeks and increased traffic to that webinar by 11% and increased leads generated from that webinar by 7%.
With the changes I’ve mentioned above, we have increased our total viewership of our blog by 35%. We are excited to continue to watch the data and make small changes to find our sweet spot for conversion. I’m still not convinced we’ve caught up to digital disruption just yet, but we are trying to get there. At this point if you’re not at least doing that, you are behind the ball.