Situation
In order to position themselves for acquisition, AddThis had pivoted their digital estate towards marketing their data capabilities over attracting small publishers and business owners. Now that acquisition was successful under Oracle Cloud, AddThis needed to re-establish their identity and return back to being the approachable publisher-friendly tool they had a reputation as being.
Task
Revisit the core digital estate (homepage, publisher tools, the Academy, key correspondence, support and marketing pages) to reposition the brand expression. Success will mean increased publisher matriculation, code on page metrics, and overall publisher performance.
Action
In tandem with product owners and a creative director, I crafted content direction, UX content strategy, and wrote the copy for the new experience. We tested designs for not only brand but for page performance in regards to SEO discoverability, and made core adjustments to the site flow.
Result
Overall matriculation was flat, but service calls and issues regarding getting code-on-page dropped 34%. Given overall website visits were down across the web 17% the year we deployed, measuring against overall publisher performance at a flat rate gave a positive impression to the team.
Below: The old homepage, transformation into the new (along with a change in headline structure) and the welcome emails a publisher gets upon matriculation.
