- Simplify the information architecture
- Design for increased conversion
- Utilize content hierarchies to create multiple paths to engagement
A website must be more than a brochure or a validation point. It is, fundamentally an interactive brand experience and necessary resource for generating demand. Following an extensive Brand Synthesis and validation process, BAT partnered with Eloqua to design a website that visually and functionally represented the core attributes of the brand, while integrating the best practices needed to achieve ambitious conversion goals.
Shortly after launch, conversion rates spiked by greater then 300%, and were realized in Eloqua’s best quarter to date 4 months later.