The new eCommerce store home page for SAP’s low-touch, no-touch software sales.
My detailed, annotated wireframes provided each team with what they needed to move forward with the new design. I built the wireframes in Axure.
We created SMB persona profiles to inform the content strategy and the user goals on the site.
I created a buyer journey to help the team understand the path to purchase and how we can improve the experience.
To define lead nurture, I created a diagram that charts the logic of the buyer’s journey after they become a lead, visit the store, trial software and make a purchase.
SAP eCommerce Store Redesign
SAP is a global, high-tech company known for ERP software that costs business enterprises millions of dollars. SAP also offers tools for small-medium business owners that they can buy online on the SAPstore eCommerce website.
CHALLENGE: Drive customer acquisition through increased trial sign-up and purchase of SaaS and on-premises software via the eCommerce store.
STRATEGY: Redesign the SAPstore user experience based on the four types of SMB products and create a design system that can be applied across all products. To drive more buyers to the store, create a multi-touch integrated campaign that helps SMB’s understand the opportunities that SAP software can deliver, drive them to the site and into the lead funnel.
IDEA: Use an intuitive UI that competes with the best B2C eCommerce experiences and provide relevant and meaningful communications throughout the buyer experience including a recommendation engine and social proof.
RESULTS: Redesign of the SAPstore and the inbound campaign resulted in 138% increase in qualified leads, a 28% lower cost per customer acquisition, and a 40% increase in trial sign-ups
MY ROLE
To ignite the process I conducted an experience audit of the old SAPstore and performed a competitive analysis of best-in-class eCommerce websites to reveal gaps and opportunities in the experience.
I moved into the annotated wireframe stage to define the UX. To aid the eye in scanning down the long pages, I wanted to break up the page into logical blocks of information like the higher order user benefit, the key benefits, social proof and then a section on unpacking some of the key features. I provided a content feature area for those who wanted to quick video overview and for downloadable assets. Following that I included a section for more social proof in the form of ratings and reviews and customer videos. To complete the page we included a scannable table that included all the minute detail that IT buyers need to make a purchase decision.
I then led the collaboration with creative designers to deliver final screens and contributed to the 60 page style guide to hand off the SAP’s IT team.
To drive new buyers to the store, I led the strategy for the inbound campaign with our paid media, search and social teams. I mapped the site content and campaign elements based on each software’ demand type (SiriusDecisions demand spectrum states that new concept products require more thought leadership content than established market software for example).
We created campaign playbooks for each demand type that included voice, tone, and inbound content strategy across channels.