Portal Strategy and Redesign to Increase Lead Generation Along with an agency partner, Crimson provided the strategic analysis to enable a major web redesign for a leading provider of global IP solutions and web hosting. Key components of this comprehensive web strategy plan included identifying audience segmentation, quantifying business and functional requirements, design of information architecture and advice on user experience.   CHALLENGES Competitive space with many commoditized products Little differentiation among top providers Four distinct audiences with very different needs Old site information was poorly architected SOLUTIONS Key deliverables included market research, audience segmentation, persona development, competitive analysis, positioning, messaging, information architecture, user scenarios and usability testing Recommendations around marketing, promotions and value-added services to gain competitive advantage RESULTS The redesign was very successful and was well received by customers, resulting in increased lead generation and a reduction in call volume to the support center Client took on a much more customer-focused approach that was also reflected in their marketing efforts

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