I’ve worked with PartMiner on a wide array of their marketing efforts, effecting what amounts to a rebrand to put a more comfortable and accessible face on their online products for sourcing electronic components and for pairing suppliers and distributors together. And with the applications being web based, the website was of course a cornerstone in that effort.
One of the primary issues confronting the communication of their product was in identifying that the audience was not solely comprised of engineers. However, the content, as presented on the original site was extraordinarily dense and technical from the very first load of the homepage and their bounce rate was exceedingly high.
I was fortunate to be working with a savvy Senior Vice President of Sales and Marketing, together with whom we formulated an entirely new and simplified language and strategy around content organization in order to better serve the audience as we now understood it. In a conversation with the VP, I came up with the tag, “It all starts with a Part Number” that has ended up playing such a huge role in PartMiner’s marketing in a variety of media.
This new direction to simplify the communications from the top level and to make the drill down to detail more gradual and accessible had immediate tangible results. After launch we saw that the bounce rate dropped and deeper content dives and follow through to sales increased. That it turned out looking great didn’t hurt either!