Giving the People What They Want
YOU CAN HAVE THE GREATEST LOOKING WEBSITE IN THE WORLD, with the highest quality content possible. But if your prospects can’t find what they’re looking for, it ain’t, as my dear old dad used to say, worth a hill o’ beans.
Corensic began working with Optify in April to optimize its website. The Seattle-based company markets software quality-control tools aimed at high-end developers and testers. “We’re targeting the more elite developers, so it’s a pretty targeted audience,” says Prashant Sridharan, director of marketing for Corensic. “It’s a significant challenge to reach them and make sure our site works for them.”
The sales cycle, which typically includes a 30-day free trial period, is usually about 45 days, notes Sridharan. This means that it’s essential to have a site users can navigate through quickly to get the information they’re looking for.
Through the tracking that the Optify system allowed Corensic to do, the company figured out right away that its documents were too hard to search. “We were able to see all the things developers were looking for and not finding,” Sridharan says. This led Corensic to create a wiki on its site to make finding information about its products easier for visitors.
Trusted existing customers are allowed to edit the wiki as well. Sridharan notes that the Optify system is linked to Salesforce.com to help the Seattle-based company analyze and score leads from its site traffic.
Overall, Corensic is happy with the results so far, reporting a 300% increase in organic site traffic and a 50% increase in overall site traffic.
