Success Story: VeriSign, Inc.
A New Voice for a New Offering
The new VeriSign Trust Seal brings Internet trust to web sites that do not need SSL security, a new market for VeriSign. The new content had to speak to a non-tech savvy audience and help all customers quickly differentiate products from the home page.
Nimble Press helped VeriSign define a content strategy to speak to a new audience and an information architecture to help customers differentiate between the VeriSign Trust Seal and traditional SSL Certificate products.
Our Process
- Through research and interviews, we defined the top concerns of potential customers and how the product meets those needs.
- Personas and user scenarios helped us determine how each user could reach their goal with 3 clicks or less.
- We tested navigational text and short phrases with potential users using rough paper sketches that we could easily modify to find the best approach.
- A site map, wireframes, and a detailed page list helped us convey the web site information architecture to internal teams and executives to gain their approval.
- A content map with key phrases, terms, and statistics helped us maintain a consistent tone, voice, and message through content creation and review.
Results
Internal design and development teams brought the content to life and the new product was launched: www.verisign.com/trust-seal. After 4 months, traffic analysis showed that the majority of traffic to the new pages were seeking VeriSign Trust Seal information, and SSL-related visitors were able to navigate to the SSL section. In addition to new product sales, VeriSign saw an increase in existing product sales with the help of our compare table.
“Karen has great rapport with the stakeholders and the knowledge she brings to each project is well-respected by all on the team." Debbie Rishel, Web Producer, Symantec.