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Background and goalsThis rewrite aimed to improve alignment with dbt Labs' user personas, brand voice, and Messaging and Values Framework. The Web Team also sought to increase conversions by clarifying dbt Lab's value to those looking into the popular data analytics tool.AudienceTarget users were C-suite executives and data team managers at Enterprise-level companies. These users are most focused on the business value of dbt but can lack the technical expertise or a direct understanding of data transformation.Research and content strategy● I used research from a third-party firm that outlined dbt Lab's target user personas. This research informed my content creation from start to finish.
● I kept metrics in mind, split testing my work using an A/B testing company, Mutiny. This allowed me to measure and track the success of my revisions.
● I mapped out the core values from dbt Labs' Values Framework and identified key touch points for these values on the page. This ensured alignment with the Values Framework and cohesion throughout the page.
● I continually referenced dbt Lab's style guide to ensure I conveyed the established voice, maintaining a direct, personable, and confident tone.

Collaboration and Success MetricsI worked closely with several stakeholders during this project including the Web Team Lead, Emily Mermell, several executives, and our UI Designer. We measured success by tracking conversions for our Free Trial and Contact Sales CTAs.ResultsThe revised page saw a 26% increase in conversions over several iterations.TakeawaysTwo of the challenges I navigated during this process were a) working with multiple, high-level stakeholders and b) balancing UX priorities with marketing and business goals. The earliest iterations received contradictory feedback from stakeholders, and it was often difficult to balance priorities.To resolve these issues, I relied on diligent communication, integrating edits as fluidly as possible while using rigorous A/B testing to validate a user-centered approach. Leveraging this data allowed me to align stakeholders and create cohesive content throughout the page.

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