People need more than pretty pictures.
At ReliaQuest, our SaaS platform and technical teams solve a variety of complex and visually abstract problems that are constantly evolving. Our website however didn't do a good job of telling that story. So, we revamped our website with a focus on an enhanced user journey and more robust measurement workflow to support sales and marketing initiatives. To enhance the user journey, we had to understand our audience segments and each segments motivations, struggles, and goals. From there we told and presented our story in ways that uniquely spoke to each group, without straying from our core messaging or brand.
The C-Suite
For this persona, we focused on outcomes relevant to economic buyers and the boardroom. We understand that this audience is short on time, and not always interested in the 1s and 0s. With those two things in mind, our approach was to deliver:
Customer Tesmionials
Case studies from like-minded individuals that our C-Suite could relate to. (video)
High Level Explainers
We know this audience in particular cares about "why" we do things a certain way more than the "how". (video)
Thought Leadership
Content that gets into how we plan to we innovate and grow as a company.
Team Leads
For this persona, we focused on things like employee retention and look to highlight our technical ability. We understand that this group is immune to "marketing fluff" and is savvy enough to pick out the pretenders.
Product Explainers
We believe that this audience really does want to dig into the "how"
Animated Infographics
Metrics matter.
Product Walk-Throughs
A more in-depth look at how things really look like
End Users
For this persona, we focused on enablement. This group is where we can build technical champions and help customers get the most out of what they already paid for. Here, we aim to build confidence that we are a partner that will be there to support long after the sales cycle.
How-To Videos
Making sure that people understand how to get the most out of the platform, with the least amount of friction.
Product Updates
Understanding the benefits of these updates can have a huge impact on quality of life.