Cover Story: Finding 'Definitive Insights'
Any website rebuild is a challenge, but for SAP the biggest change was that "for the first time, we built a website with our customers," says Burns. "As opposed to what we thought they should be interested in, we were building it with what we absolutely know is the information they're looking for."
This testing pays off in sections like the master navigation of the site, which has nine elements: solutions, industries, lines of business, services and support, customer testimonials, training and education, about SAP, partners and events. Because of the site testing, Burns says with confidence that those options cover what visitors are looking for about 95 percent of the time.
The text on the site also was completely retooled to focus on visitors from search.
"Customers today are primarily searching. When they're out there looking to get educated, they're just going to Google, they're going to Bing," explains Burns. "If you're speaking in a heavy-handed, branded marketing tone of voice, you don't show up in those searches. ... The way my customers speak, the way they want to be engaged, I have to play that back to them."
Slavi Samardzija, vice president of marketing intelligence at KBM Group, has worked closely with Burns on Test Lab and recalls one example of this from testing paid search keywords for the SAP Business ByDesign package: Visitors were coming to the landing page through a set of about 100 paid keywords. But, as Samardzija and the rest of the team looked at those keywords, they noticed themes—some were about accountability, others showed the searcher was seeking flexibility, etc.
"We grouped the keywords into different themes and we changed the tagline on the landing page to align it with incoming keywords," says Samardzija. So a search looking for keywords concerned with flexibility landed on a page with a tagline like, "SAP offers optimal flexibility." Accountability keywords landed on a page that essentially said "SAP offers optimum accountability."