CA Technologies Website Optimization
Delivering a Content Blueprint for a High-Performing Site
We developed a strategy, documented a blueprint, and launched a pilot that enhances the user-experience and drives lead generation.
- Web page assessment
- Qualitative audit
- Competitive & best practices review
- User journey mapping
- Content architecture
- Content models
- Web copy
- Asset mapping
The Situation
Despite a recent redesign and a high number of net-new visits per year (4.5 million), 86% of visitors to ca.com never returned—the industry benchmark is 54%. The site, disorganized and bloated (23,000 pages), had grown unwieldy as a result of company acquisitions, and was focused more on products than customer needs.
The Challenge
First and foremost, CA needed to reduce drop-offs and increase repeat visits from its target audiences. But the strategic priority was to create a user-centric destination of discovery that could increase and accelerate conversions, consideration, and sales. They asked us to create the content blueprint and plan to get them there.
The Approach
- Evaluated a subset of web pages for metrics, navigation, UX, voice, and user journey
- Conducted a qualitative audit of 130 representative assets
- Charted many possible routes to and through the site, ensuring streamlined and logical access to key information for all audiences
- Developed a content strategy and roadmap that determined:
--What content should go on the site
--How it should be presented
--How users would experience it
--Which assets aligned to user journeys
The Result
The API Management section of CA’s site was our pilot. A streamlined information and content architecture now align with the customer journey, design and content are in harmony, and the revised content assets live at the appropriate site level.
“Tendo had the specialized content and UX skill sets and knowledge I was looking for. They did a stellar job on a complex and challenging project. I highly recommend them.” –Rodnei Connolly, Vice President, Global Digital Brand Strategy & Marketing, CA Technologies
