Niquita Williams
UX Writer and Content Designer
One of my favorite achievements at dbt Labs was writing this homepage. I used iteration and A/B testing to bridge the gap between technical stakeholders and executives, resulting in a 26% lift in conversions.
Before:
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 Labs' value.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 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 data informed my content creation from start to finish.
● I kept metrics in mind, split-testing variations of copy using A/B testing company, Mutiny. This meant that I could measure and track the success of my revisions.
● I mapped out the core values of the dbt Labs Values Framework and identified key touch points for these values on the page. This ensured cohesion and alignment with company values and messaging.
● I continually referenced dbt Labs' established style guide to maintain brand voice, emphasizing a direct, personable, and confident tone.
Collaboration and Success MetricsDuring drafting, I worked closely with several key stakeholders, including Web Team Lead, Emily Mermell, several executives, and a contract 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 the reader's priorities with marketing and business goals. The earliest iterations received contradictory feedback from different stakeholders, and it could be difficult to balance contrasting priorities.To resolve these issues, I advocated for aligning with the insights produced by our A/B testing and maintaining a user-centered approach. Ultimately, leveraging data allowed me to align the stakeholders and create cohesive content throughout the page.
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