Educating the nation about all things ecommerce – the EKM Blog
The Challenge
At EKM we we’re starting to invest heavily into our content marketing strategy back in 2016, but were sending traffic to a blog that wasn’t very user-centric. With zero blog navigation, no article grouping and very little to keep the user engaged, or prompt them to subscribe to the content marketing emails. So it was time to re-visit the blog and implement a more user-focused, strategic approach. Visit EKM Blog
The Solution
A fresh user-centred approach to the content marketing strategy was needed. So I analysed the way users we’re interacting with the blog, implemented Hotjar recordings as well as user feedback. As well as this I looked through Analytics data and uncovered various findings from time on page, to average number of page views – I utilised these findings to form the basis of the blog re-design.
Prototyping
The blog was first prototyped and tested internally (external user-testing wasn’t a thing until I pushed it at EKM later on). It was then moved to code and development.
A focus on mobile and customer attention & retention
As the content strategy was being pushed via social it was important the mobile experience was up to scratch, a lot of attention was paid to the mobile experience. Furthermore, I added various features to the blog such as newsletter signup (on bounce detection on the desktop) and within the articles to generate content marketing email addresses. I also implemented a method of getting users to stay engaged with related articles.
The result
The new blog design enabled EKM’s content marketing strategy to flourish.
The time on site and average number of pages (articles) increased by 60%, we also managed to generate in excess of 1,000 email addresses via the popup / subscribe form in the first 3 months of being live – which we followed up and some convereted into paying customers.