Niquita Williams
UX Writer and Content Designer
One of my proudest achievements at dbt Labs has been writing its homepage. I worked with a variety of technical and executive stakeholders to create this UX-focused page, resulting in a 12% improvement in conversions.
Before:
Background and GoalsThis rewrite of the dbt Labs homepage aimed to improve user experience, readability, and alignment with dbt's newly drafted Values Framework. The Web Team also sought to increase conversions by clarify dbt's value to those looking into the popular data analytics tool.AudienceTarget users were C-suite executives and data team managers at Enterprise companies. These users are most focused on the business value of dbt but can lack technical expertise or a direct understanding of data analytics.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 our established voice, maintaining a direct, personable, and confident tone.
Results Snapshot:
Collaboration and Success MetricsI worked closely with several stakeholders during this project including 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 12% increase in conversions.TakeawaysTwo of the challenges I navigated during this process as 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 reconcile these priorities, I relied on diligent communication, integrating edits as fluidly as possible while using rigorous testing to validate my UX-focused approach. This allowed me to find a balance between meeting stakeholder needs and creating cohesive content that meets the needs of our users.While I'm very proud of these results, I believe involving UX writers more comprehensively in early decision-making would lead to a smoother process and an even better conversion rate.
After:
ConclusionMy goal for this rewrite was to communicate clearly with our target personas and convey the benefits of dbt in alignment with dbt Labs' Values Framework. This project taught me the importance of collaboration, and despite the challenges, I'm proud that this new page is more benefits-focused and clear while adhering to dbt Labs' brand voice and goals. I'm excited to apply these lessons to future projects and iterating to expand on this page's success.
