Initially we worked with Datum to identify some key areas for business improvement which the website should aim to solve or at least aid in solving. Datum were able to identify that they needed to increase overall traffic and visibility of their online presence, and that they have very low visibility on sales journeys that users were taking through their existing website. Another issue that was highlighted was that marketing and sales activities were not fully joined together into a single strategy.
To resolve these issues we identified three key objectives that the new website should aim to fulfil.
1
Boost traffic
The website should aim to increase overall traffic by 50%.
2
Integrate with analytics
The website should integrate with third party analytics to increase visibility on user journeys throughout the website.
3
Content management
The website should aim to improve the content creation process and allow third party consultants to easily further the marketing and sales goals.
User journeys
We knew the key to improving the user experience was to identify the main user groups and then focus content on these particular groups. With Datum we managed to identify two main user types: Enterprise and Service Providers.
A decision was made early-on to actually have these two different user types as main menu entries, giving these two vastly different user types their own custom landing pages to discover Datum's offering.
By running workshops and collating the available data Pivale and Datum were able to hone in on these two key user groups and map out their goals, desires and concerns.
Enterprise audience
Through continued workshops we discovered that Enterprise users would:
Tend to have bespoke requirements
Tend to be more familiar with co-location, although experience would be varied
Benefit from FAQs in order to provide decision makers with quick answers
Tend to follow a longer sales cycle, and that each year the cycle increases
Consider cloud services as an alternative solution even though these services are not directly comparable to co-location
Benefit from understanding for fully how colocation works in comparison to cloud services
We were also able to ascertain some key concerns and desires for these users:
A typical enterprise contact will be a head of IT operations (non-executive level) who is risk averse, and therefore trust is of the utmost importance.
Enterprise users often look for proof that Datum can deliver as an external partner - for example, being able to assist in large data centre migrations and alleviate as many headaches as possible.
Enterprise client need to be sure they are making the right choice in using Datum as there is a lot at stake.
Service provider audience
We were also able to ascertain that Service Provider users would:
Help Datum to grow as when the client's service base grows, so do their requirements for rack space
Present good opportunities for low-cost repeat business
We were also able to ascertain some key concerns and desires for these users:
Service providers want to understand why they should choose Datum
They want reliability and flexibility to grow when required
They want reassurance that the service will help them meet their SLAs to their clients
They may want to treat the facility as their own data centre in front of their clients
We needed a new website to reflect that our business has grown since its inception in 2012. We turned to Pivale, unsure of exactly what we needed to change, and with their help and advice we now have a highly responsive, compelling site that better suits our service-based business. Barry and Darren were helpful throughout, providing advice and solutions whenever needed. I would thoroughly recommend their services.
— Lexie Gower, Marketing Manager, Datum Datacentres
Actionable journeys
We set about architecting the new system with the key users in mind, and with a focus on clear user journeys and clear calls to action.
It became clear from our workshops that the majority of Datum's conversions happen when potential clients visit the facility and take a tour and thus it was decided that the key call to action for the site should be to get users to book a tour.
Campaigns
Datum also run SEM campaigns on custom landing pages and we knew that these pages needed to be engaging and functional at the same time.
Drupal's content management system allows Datum and their content creation company to quickly whip up striking and bespoke landing pages with custom forms to gather client data and offer exclusive downloads such as white papers.
The Datum community
Datum also required a gated area for clients known internally as Datum Connect. This area serves as a directory of in-house services - and a forum for the Datum eco-system.
We used some logic to control the content of this page so that logged in users can access the directory, whereas users without a login can find out why they might want to become a member of Datum Connect by moving their business data over to Datum.
A place for thought leadership
In addition to all this we built Datum:
A custom blogging platform to publish their articles, thoughts and news.
A resource centre for generic downloads such as factsheets and brochures.
An FAQ (or Q&A) to answer commonly asked questions.
Extensive integrations with custom analytics software as well as Google Analytics and other third party plugins.
Into the wild
Post launch, Datum have been on cloud nine! There has been been an overwhelmingly positive response to the new website, particularly with regard to the usability, and clear calls to action.
The landing pages have already proved successful, seeing both a boost in traffic and increased level of interaction and conversion.
We continue to support Datum with updates, new development and advice and look forward to the success this new site will bring them.
