Hero started with a six-week audit that included interviews and a review of Sumo’s messaging and marketing efforts. The team conducted extensive interviews with key stakeholders and an in-depth review of Sumo’s content and messaging. That work was then paired with a deep dive into the site’s analytics to understand which flows were resulting in successful behaviors; from there the team created heat maps to determine which content elements were drawing attention.
All of this work led to a key discovery: The audience Sumo wanted to be talking to (CIOs, developers, and enterprise architects) was not the audience their site was actually speaking to. Key content like product information and the developer blog were hidden, and the purpose of certain aspects of the site’s navigation was unclear.
A phased approach
To immediately address Sumo’s most pressing problem — that bounce rate — Hero made key recommendations for fixing the content message, re-organizing the site’s content, de-cluttering the home page, and rolling out a simpler site architecture with a correspondingly simple navigation.
The team also recommended the creation of new content to better speak to the target audience, and a new messaging strategy to ensure each of Sumo’s key personas is being served. But, rather than either waiting for all of the content to be perfect or rolling out a half-baked site plan, the team proposed a phased approach: Start with the homepage and global navigation, measure the impact of those changes and proceed to continuously improve the site.