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My role: workshops, Art Direction, Project Management, web design, content
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Timeframe: Jun 2020 - Nov 2020
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Partners: 1oTeam (mental support, ideation), Codelight (web development), Tolm (video), Animwood (illustrations)
Background
9 months after releasing the eSIM product, 1oT’s marketing website didn’t explain well the specifics of eSIM. This led to multiple inefficiencies for the customer-facing team and for the IoT businesses.
Potential customers who reached out misunderstood the 1oT eSIM value proposition or if their IoT devices are suitable for eSIM.
Secondly, 1oT’s SIM management platform had grown into a clear competitive advantage. But the previous iteration didn’t explain the value and benefits of Terminal for IoT businesses.
Additional context:
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Following project & outcome has to be understood in the context that 60% of 1oT’s website visitors come from Google Search. Thanks to separate decision to focus on writing technical blog posts relevant to IoT businesses in plain English.
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Secondly, 80% of new leads are inbound leads meaning that they approach 1oT. Usually, they plan for a new deployment or are not satisfied with their current connectivity provider(s).
Goals for the project
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Communicate clearly what 1oT has to offer to increase conversion with the target customer.
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Demonstrate the capabilities & benefits of 1oT Terminal to raise confidence in our connectivity service.
Process
The project was kicked off by gathering the stakeholders (CEO, customer-facing team) in a workshop format. We defined target companies and personas, selling points and the deadline for the project.
1oT’s target customer is a company that’s in the stage where they are expanding from their home country.
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Their local connectivity provider can’t give a reasonable price for other countries,
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the conversations with connectivity providers in expansion countries are stuck,
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or they realise that managing multiple providers’ SIM card is a logistical headache.
The next step was to agree on the content hierarchy and goals for each updated page. It was crucial to build alignment within the team because only then could our external partners begin contributing. Otherwise we wouldn’t have been on time.
In this step, my responsibilities were to analyse current website visitors’ behaviour to detect patterns. And combine those insights with the stories (emails, meeting notes) from the sales team to create a journey map of a new lead.
Making tradeoffs
With our deadline, I didn’t have time to do research directly with users or go through different prototypes with them. Instead, I relied on website analytics, support tickets, sales team’s meeting notes and desktop research on competitors.
With our budgetary constraint, we decided to focus only on the home page and product pages. We skipped improving and updating rest of the website. These funds were instead used to describe the value of 1oT’s services in multiple animated videos and illustrations.
Solutions
1oT Terminal is front and centre of the whole value offering. It’s meant to be a clear distinguisher from our competitors.
Videos about eSIM and 1oT Terminal communicate the value of 1oT’ services through-out the IoT products lifecycle.
Animated illustrations describe the benefits of each product.
Results
1oT’s products and offered value is communicated much better to their target audience.
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The new site has increased the applications of highly qualified leads by defining clearly what they can do for IoT businesses with global ambition.
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The new web page has generated 21% more leads.
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Combined with the Automated price offers generator to save time and convert better, the sales cycle has decreased on average by 2 weeks.