TSIA Featured Insights

ROLE

Information architecture, user flow, site mapping, competitive research, wireframing, visual design, vendor management, QA testing

TSIA is a subscription-based research and advisory firm that helps technology and services professionals solve critical business challenges by providing a wealth of actionable data and insights on everything from revenue growth, compelling offer development, to service and delivery trends, so every area of member companies can thrive.

Overview

Prior to me joining the organization, TSIA had undergone a backend migration of their website triggered by the launch of their SaaS portal. Because of this, hundreds of content-rich web pages were lost on the marketing website, negatively impacting SEO by gatekeeping a majority of the content behind a paywall, as well as creating redirect errors with public links connected to pages that no longer existed. This was causing issues such as poor search rankings, a broken user experience, and a reliance on paid advertising.

Problem

Working with the digital marketing and content marketing managers, we needed to launch a section of the website, later named Featured Insights, that would: (1) Showcase content addressing current industry pain points. (2) Achieve organic SEO traffic via relevant content. (3) Capture leads with multiple eBook, webinar, and podcast landing pages. (4) Trigger sales calls with featured premium research pieces. (5) Convert users into freemium SaaS portal members. (6) Leverage a CMS for rapid deployment and scaling.

Solution

THOUGHT PROCESS

After receiving a creative brief from the marketing team, I immediately looked into what TSIA’s competitors were doing since they had similar business models. The original brief tried to solve the problem by using a single page, however, I realized after my research that the long-term solution was to create a multi-page system powered by a CMS. After establishing an updated sitemap and presenting it to stakeholders for alignment, I proceeded with wireframing which revealed the schema for the CMS database. Lastly, we were asked to make the experience different from the SaaS portal to avoid any cannibalizing. To solve this, I took elements from both the portal’s and website’s design systems and combined elements that made the experience feel unique but also recognizable to the overall TSIA brand.

TSIA’s Featured Insight pages are fully responsive for tablet and mobile for optimal user experience, no matter the device.

Many of the problems began self-correcting within six months of the new pages going live. Comparing YoY, TSIA’s Google search engine results page (SERP) increased in ranking for all keywords, rising an average of +12 spots and driving an 81% increase in daily impressions, with both organic and paid search click-through rates (CTR) positively impacted. Unique visitors also rose 32% and webinar form submissions spiked at 213%. Also, implementing the CMS allowed us to exponentially scale, publishing over 200 unique content pages within the same six month time period.