New buyer-driven website increases flow of traffic + leads
Our research suggested—and user testing subsequently validated—a simplified information architecture, with navigation labels aligned with buyer, rather than business, use, and focused yet intuitive ways for users to enter the site. This approach dramatically improved the previous site’s fractured structure, which had been comprised of multiple, loosely connected URLs.
The new experience also offers contextual cross-linking, helping website visitors connect their industries, technology needs, and product solutions, while curated related resources advance buyer journeys to deeper content, like a newly designed periodic table tool.
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