Reinventing Cisco.com
Improved Site Experience Leads to Better Business Metrics
We created a framework for Cisco to drive revenue by getting cisco.com visitors quickly to relevant, high-quality, actionable information
- Top task & user needs analysis
- Competitive & best practices review
- Platform requirements
- Content architecture
- Content models
- Content specifications
- Content creation & optimization
The Situation
As part of a redesign of an outdated and overloaded site, Cisco needed to ensure users could quickly and easily find information on cisco.com.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.
The Challenge
Most stakeholders didn’t have a stated purpose or goal for the website. The existing 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 Approach
- Conducted in-depth research and architected a content framework which, once built, 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, e.g. Category, Subcategory, Hardware, Software, Services, Solutions, Industries, and Segments
The Result
Increase in unique visitors:
15%
Increase in task completion:
13%
Increase in click-through rate:
68%
In addition, there was a 32% increase in "contact us" clicks.
When 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.
