Sumo Logic is a cloud-based log management and analytics service that leverages machine-generated big data to deliver real-time IT insights. When the company came to Hero Digital, it had a great conversion rate but a critically high bounce rate. The company needed to cut that bounce rate dramatically and drive more free-trial signups.
Sumo was also experiencing ongoing security and down-time issues, which raised concerns about user retention, and the company had a broken launch process that resulted in some unsatisfying partial deployments of updates and new features.
Hero started with a deep dive into the home page user flow, and discovered an important issue: 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.
To immediately address the site’s bounce rate, Hero made key recommendations for fixing the content message, re-organizing 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.