Reinventing Cisco.com

An improved site experience leads to better business metrics for Cisco.

CHALLENGES

Existing site was outdated and overloaded
Stakeholders lacked goals for the site and insight into the customer journey

RESULTS

15% increase in unique visitors
13% increase in task completion
68% increase in click-through rate

TENDO SERVICES PROVIDED

Top task and user needs analysis
Competitive and best practices review
Content architecture, content models, and content specifications

About Cisco

Cisco sells hardware, software, and service offerings that make networks possible.

It offers products and solutions in routing, switching, home networking security, storage area networking, and more.

Cisco needed to ensure users could quickly and easily find information on cisco.com. Goals included an increase in overall traffic to the site, doubling visitor engagement with content, boosting lead generation, and decreasing costs and resources needed to maintain the site.

Cisco

San Francisco, CA

Networking and security

79,500 employees

The Challenge

The existing site was outdated and overloaded, and most stakeholders didn’t have a stated purpose or goal for the site.

Pages were glorified data sheets and the site was seen as a nice-to-have rather than a powerful tool to fulfill business needs. The project became a forcing function to uncover friction points in how products were sold—and the journey customers took to get there.

The Solution

Tendo took the following approach to improve the site’s information architecture and key webpages:

Conducted in-depth research and architected a content framework that could easily be expanded and maintained across the entire site
Carried out a current state analysis, as well as competitive and best-in-class reviews
Interviewed key stakeholders and target audience members
Developed a content architecture and replicable, scalable content models—that included organization, prioritization, and copy specs—across key page types

The Results

15%

Increase in unique visitors

13%

Increase in task completion

68%

Increase in click-through rate

After the redesign, Cisco.com saw a 15% increase in unique visitors, a 13% increase in task completion, a 68% increase in click-through rate, and a 32% increase in “contact us” clicks. After metrics validated the work, Cisco built a design system of plug-and-play components based on our content framework and scaled it across all business units.