Condensed Website Taxonomy
The Condensed Website Taxonomy project aimed to enhance marketing focus, streamline the user experience, and drive higher engagement and responses.
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Project Overview
The previous website taxonomy presented significant challenges, such as disorganized blog navigation and a need for a more unified user experience. Over 100 topics were scattered without a coherent structure. We implemented a new information architecture to overcome these obstacles that simplified global navigation across the entire site. Every page now features a simple, easy-to-use navigation system, guiding visitors seamlessly from learning about sales tax to exploring our offerings and ultimately driving conversion.
Key Achievements
The implementation of the condensed website taxonomy yielded remarkable achievements. We witnessed a significant increase in total responses by improving website organization and marketing focus. Through rigorous testing, we optimized our call-to-action (CTA) placements. Contact sales CTAs were strategically inserted into the global navigation, replacing the phone number, while the prominent “Try for Free” option over the login button boosted trial form conversions. As a result, contact sales responses significantly year over year after integrating the blog and the web property.
Impact on User Experience
The condensed website taxonomy revolutionized the user experience on TaxJar.com. Our improved organization and marketing focus empowered visitors to quickly navigate the website and find relevant information. By unifying the blog and website presence through global navigation, we ensured every visitor could seamlessly explore TaxJar’s products and services. Moreover, we created a fundamentals hub, organizing over 1000 articles into a cohesive framework, enabling users to access the sales tax information they needed precisely when needed. Interactive calculators, state-specific interactive guides, and maps enhanced the user experience, making information digestible and engaging.
Expertise
This project aligns perfectly with my expertise in delivering innovative solutions, improving user experience, and driving significant results in digital experiences. With a track record of creating educational content, leading digital teams, and consistently increasing conversions, I have ensured that TaxJar remains at the forefront of the industry.
Additional KPIs
The impact and success of the condensed website taxonomy are substantiated by the following: 3x improvement in click-through rates (CTR) from the website to the contact sales form, year-over-year growth in organic conversion rates, a significant improvement in conversion rate to meetings booked , and hundreds of conversations initiated with sales, resulting in a significant amount of appointments booked via live chat, and the contact sales form.
Implementing the Condensed Website Taxonomy project at TaxJar.com successfully addressed the challenges associated with the previous website taxonomy. By simplifying global navigation, unifying the user experience, and strategically placing call-to-action elements, we have improved marketing focus and increased user engagement.
Through collaboration with cross-functional teams, we overcame obstacles and ensured that important content aligned with the user journey. The innovative elements of the new taxonomy, such as the fundamentals hub, interactive calculators, state-specific guides, and interactive maps, have proven effective in delivering sales tax information to users in a user-friendly and accessible manner. With positive feedback from stakeholders and impressive metrics showcasing improved conversions and user interactions, the Condensed Website Taxonomy project has been a resounding success, driving significant results for TaxJar.com.
Recommendations
Corie is a savvy digital marketer who stays current on new tools and approaches, and is constantly testing and iterating on his ideas to make them better. Corie and I worked together on a website redesign where SEO was an important component, and he was a great partner through the process. He helped ensure that our site generated a high volume of qualified leads while also amplifying our brand and delivering a great user experience.
I had the absolute pleasure of working with Corie while at TaxJar. Data-driven, creative and strategic, Corie elevated every facet of a major rebrand while leading by example as a professional and a teammate. He is collaborative, effective and, quite frankly, a joy. I'd jump at the chance to call him a teammate again if I could.
Corie and I worked on different teams; however, Corie is phenomenal to work with both professionally and personally. With Corie's expertise in Martech, he has been able to answer questions and provide solutions to those of us in user operations, ensuring that our customers have a stellar experience throughout their entire journey, not just pre-sale. Any company and team would be lucky to have him!
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