Sector(s)
Simplifying lead gen with Drupal for Origami Risk
The collaboration aimed to create an integrated Drupal site focused on conversions, addressing the complexities of Origami Risk's diverse user journeys. The project involved overhauling the product architecture, developing clear navigation paths, and implementing a flexible design system. These efforts were designed to enhance user engagement and support marketing initiatives throughout a typically extended sales cycle.
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Goals
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Requirements
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Revamping information architecture to make content clear
A complex (and redundant) set of product suites confused users and obscured calls-to-action, so our primary goal was to get users to the right information. After that, we needed to support marketing efforts to build Origami Risk’s reputation while nurturing leads through an often long sales cycle.
The first order of business was to completely revamp the product architecture, organizing information into more digestible, clear product suites. Origami Risk's industry is complex, and so are the needs of their users. We incorporated persona data and developed top-level themes to better tailor the site towards their ideal customers.
Collaboration on a card-sort activity helped organize existing products into a new schema, and led to new solution pages tailored to relevant users and key business lines. Whether a risk manager in the construction industry or a VP in the health space, Origami Risk has site visitors covered.
A site built for its users, with clear navigation and flexible design
When a new visitor reached the site, we needed to communicate value overall while helping them reach what they needed—hence, a navigation that allows users to explore the site in different ways. Product-suite pages are for products, or groups of products. Solutions pages are for use cases, or for problems we solve. By implementing both, we let users explore both sides of the same coin. Whether you look for products that help you achieve a business outcome, or business outcomes that you can achieve via products—you're covered. These navigation concepts were validated with both SEO research and tree testing for performance.
A flexible design system tells the product story via efficient, compelling content “chunks” that respect users’ time and are manageable for Origami Risk’s marketing team. Starting from scratch, we went through several rounds of design reviews to align on concepts that were exciting, but still user-friendly. It was important to be simple, but not stark. Minimalism with ample white space allowed the site to breathe for an easier user experience, since the industry is complicated enough.
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Post-launch, the website saw significant improvements in user engagement and conversions:
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38% increase in contact form submissions.
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298% increase in resource center engagement.
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70% increase in demo request form submissions.
These metrics indicate that the redesigned Drupal site successfully addressed the project's goals, providing users with a streamlined experience and supporting Origami Risk's marketing objectives.
38% Increase in contact form submissions
298% Increase in resource-center engagement
70% Increase in demo request form submissions
Origami Risk transitioned to Drupal from a content management system that restricted their marketing team's ability to make updates, necessitating external agency assistance for any changes. Drupal's extensive module ecosystem facilitated seamless integration with marketing tools and Salesforce, meeting Origami Risk's critical requirements. Additionally, Drupal's user-friendly content management interface empowered their marketing team to manage the site efficiently.
Technical Specifications
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