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Consolidating Four Sites Into One Using HubSpot's Smart Content

Kelly BalesteriWritten by Kelly Balesteri
Jun 21, 2016 9:00:00 AM

How do you combine four sites into one but still display four different versions of content? The answer is HubSpot’s smart content used in a whole new way. That’s exactly what we did for Nosco.

In the Beginning

We began working with Nosco when they submitted an inquiry on our website in December of 2014 that said:

“Nosco is a B2B company that prints secondary packaging for the Pharmaceutical, Personal Care and Natural Health markets. We want a company to tell us how to make this happen, and then we need to redesign our site to make it more user friendly for each market.”

Their goals included making their website more dynamic and turning into “a place of commerce.” By this they meant they wanted a site that facilitated education, marketing and ordering. They wanted visitors to be able to register for webinars, use a cost savings calculator, get online chat help, upload files, order samples, read blogs, and sign up for events.

Nosco faced the challenge of combining four different sites into one comprehensive site that addressed each market individually without overwhelming all visitors with too many options.

nosco_sites.png

Discovery and What We Learned

We began working with them on an extensive discovery in March of 2015. We dove into user research, stakeholder interviews, discovery exercises, user testing and more. We interviewed Nosco employees as well as Nosco clients. We also did usability testing on the current site to see where users encountered challenges or issues.

Different Markets Have Different Needs

We learned that the markets have different needs, use different language, and Nosco was marketing to them with specific brand colors for each market. For instance, Nosco’s marketing materials for the Natural Health market used green while the Personal Care assets were coral. These colors resonated better with the markets and their interests. We also learned that markets like Natural Health and Personal Care relied more on Nosco’s services while the Pharmaceutical market relied more on Nosco’s specific products and printing capabilities.

The Site Must Build Trust and Communicate Clearly

We also found that the site needed to build trust and quickly but effectively communicate the broad array of services offered by Nosco. Nosco team members made it clear that they needed a site to which they felt confident directing prospects and which was more interactive, responsive, and accurately reflected everything Nosco has to offer. We also discussed the voice and tone of the site content and agreed it needed to be more approachable and less cold while still being professional. The images needed to be less stock-looking and more realistic and there needed to be more images of real Nosco people. The site also needed more real success stories from clients.

Nosco's new success stories page:

success_stories.png

Encourage All Visitors to Convert

Finally, the site needed to communicate that Nosco has a lot to offer and beyond getting a cost estimate and some samples, it’s best to sit down with a Nosco packaging advisor and work together to get the best results possible. The homepage needed to be more all encompassing and neutral, encouraging people to dive further into the site to learn more about products and services relevant to their specific market. The original site had a general contact form for everything which was frustrating and concerning for users. We aimed to divide up the contact forms on the new site by users’ needs such as ordering samples, requesting a cost estimate, setting up a meeting, and more. It also had a single call to action that was the same across the site. They wanted to communicate that they understood the users and cared about their specific needs. 

Discovering a Solution

After consolidating and analyzing this data we put together a presentation to discuss our findings with Nosco. We came to a few vital conclusions and began to develop a plan for the new site. Most importantly we learned that we needed to find a way to combine four separate sites, for their four major markets and their digital printing sector, into one comprehensive site without having duplicate content or creating lots of extra work by needing multiple versions of the same content. We knew instantly that the solution for this was to leverage smart content in HubSpot. We came up with a somewhat complex but ultimately powerful and elegant way to display all of this information.

Using HubSpot Smart Content in a Brand New Way

The Duo team came up with a unique solution to accomplish this. We started by deciding the content would change on the pages based on the referral source. The referral source would be a custom source with a custom campaign for each market and product or service. Then we created tracking URLs associated with the campaign source to trigger the smart rules. Sound confusing? We were a bit overwhelmed at first too.

nosco_campaigns.png

However, after setting up a few tests and realizing this solution worked, we were ecstatic! We started creating campaigns for all of the markets’ products and services. Following this we created pages for each product and service and used the relative URLs to create tracking URLs associated with the proper campaigns. We then created smart versions of the content on each page with the rule being referral source of a “other campaigns” and chose the appropriate campaign.

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How Did It All Work Out?

The average site visits at our initial benchmark analysis was 2,135 visits per month. This number comprises visits from the multiple sites that existed for Nosco at the time. Now, the monthly site visits have already increased to over 3,200. In addition to this, we increased visits from direct traffic from a monthly average of 800 visits to 1,300 visits.

Furthermore, the bounce rate on the primary site was about 50% but the bounce rate on the digital printing site was nearly 80%. We wanted to reduce this bounce rate as part of our consolidation of the multiple sites. Now, the overall bounce rate of the site is holding steady at 57%. The average session duration has also increased from 1:38 to 2:34. We also nearly doubled pageviews; before launch there were 5,900 pageviews on average per month. After launch Nosco is averaging 10,780 pageviews per month.

So, Were We Successful?

Yes! Beyond the metrics, which speak for themselves, one of the most rewarding parts of this project was seeing how happy the Nosco team was with the new design of the site. It was something they were proud of and excited to send people to. In addition to increasing visits to the site, by providing more targeted ways for people to convert and connect with Nosco, people are more willing to submit forms with detailed information on their needs. This allows the Nosco team to reach out with more context and provide a better overall experience.

To read more about our work with Nosco and see before and after photos of the site, check out the Nosco case study.

Topics: Marketing

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