Post on 30-Oct-2014
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© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Adobe.com Redesign: Powered by Day CQ5 Kevin Murphy, Director, Web Content Management Office, adobe.com Dermot Kennedy, Director, Global Web Production, adobe.com
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Adobe.com: What problems do we need to !x?
Revenue
Adobe.com is one of the top 50 most visited sites on the web; traffic grows ~20% yearly
However, Adobe is not utilizing that traffic effectively
Conversion rates on Adobe.com need to be higher
Customer satisfaction
Too much content; no customization makes it hard for visitors to !nd what they need
Consequently, customers can’t complete their tasks on Adobe.com
Adobe.com customer satisfaction is below industry average
Efficiency
• Most of the 1M+ pages on Adobe.com are built and managed by hand
• A homegrown content management solution proved difficult to manage
• Slow turnaround for requests and li$le %exibility to allow others to make changes
• Too accommodating of one-off design requests from the business
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Adobe.com: How our customers describe the problem
Information retrieval difficult
Want to be Inspired
Need more help determining the right products to buy
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Adobe.com: &e problems Adobe needs to solve
Customer satisfaction is too low
Response to change requests is too slow
We need to sell more products online
Adobe.com is not currently the ultimate expression of what you can do with Adobe products
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
How we’re improving Adobe.com
1. Launch a new web content management system (Day CQ5) to enable faster time to market and self-publishing capabilities
2. New design system with a simpli!ed user experience
3. Integration of Omniture tools to drive a more customized user experience, improved search and the ability to implement multivariate testing
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Top business improvements Incremental publishing – Business author control over editing & publishing
Content management – Including version-control and simple workflows
Consistent page design – While maintaining flexibility where needed
Localization – Supports and enables a large international website
Personalization – Dynamic content, RSS feeds, collaboration
Top technical improvements Good architectural fit – Easy integration with Store & Adobe apps
Can serve pages created in both Dreamweaver and WCMS authoring environment
Integration with localization tools via workflow
Good control over presentation templates
How we’re improving Adobe.com: 1. Day CQ5
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
How we’re improving Adobe.com: 2. New Design System
Modular Standard design system (the “framework”) across the entire site
&e system is modular and grid-based; pages are designed to be assembled from a set of standard design components and content “pods”
Drives revenue Ubiquitous conversion pods are designed to drive each customer to the right call to
action (e.g. try, buy, request info)
Regional pricing will be available in all conversion pods
Flexible
&e design framework is !xed, but there is enormous %exibility to publish (and test)
all types of content within the framework
Template-based
No one-offs or workarounds are allowed; content owners need to work within the
system or make a case to adjust the system to accommodate their needs
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
New Design System
Conversion pods to drive to speci!c
conversion events
(store, trial, lead, etc.)
Standardized navigation system
for product marketing pages
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
New Design System
Highly modular; works well with WCMS and OMTR tools. Info pods can be reordered,
adjusted, shown/hidden based on the needs of the
business
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New Design System: Conversion Pod Variations
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Development of a system – instead of one-offs – drives a
more consistent user experience and faster time to
market (because each element isn’t being
individually designed)
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
How we’re improving Adobe.com: 3. Omniture
Behavioral targeting and customization
Test and Target captures the anonymous behavior of visitors, associates them with an Adobe customer segment and then Day serves the most relevant content
More relevant content = improved conversion and more satis!ed customers
Multivariate testing
Adobe.com has 50+ tests in our market at any one time; data drives decision making on the web
Integration of SiteCatalyst allows the team to measure and optimize each customer interaction
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Problems, Problems, Problems: Where do we start?
What is the Adobe Developer Connection?
Content site for Adobe developers to learn how to use Adobe products
Launched in 2002, it has grown rapidly despite having no dynamic capabilities aside from Dreamweaver templates
Good candidate for WCMS with its volume and its business owners, who are more technical and editorially-inclined than usual
Low risk since it is non-revenue generating
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Problems with the Adobe Developer Connection
• Inconsistent page design across like pages
• No work%ows to aid with publishing processes
• Lack of dynamic updates when new articles are published
• No ability to show related articles dynamically at the end of articles
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Big wins with the ADC redesign and WCMS migration
Consistent presentation of information throughout the site
Publishing work%ows
Metadata-driven dynamic lists
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© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Problems with the Acrobat marketing pages
No support for self-publishing and excessive web team involvement to get new content online
Existing design over-complicated and inconsistent with the rest of adobe.com
Not bene!ting from Omniture tools to deliver targeted content
Pricing on the pages not delivered dynamically from the online store
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Big Wins with the Acrobat X launch
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• Went live with a new, simpler design system that discourages one-off design requests and enforces consistent user experience
• Added customization and testing capabilities
• Enabled self-publishing and reduced the web team involvement needed to get new content on the web
• Persistent commerce capabilities
• Behavioral targeting and multivariate testing supported
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 18