Optimising web conversion for Adobe

Understanding customers through user testing and iterative design to drive global revenues

Adobe had a particular challenge: the Adobe website wasn’t delivering the volume of leads required to meet global revenue targets for their Creative Cloud for Teams product.

Discovery revealed that the website architecture and content had organically developed over several years with input and ownership from different and disparate teams. To compound matters, a series of incremental changes had been made over time, resulting in an experience that became less intuitive with every ‘improvement’.

Adobe needed to re-engage with real customers and prospects and understand how prospective customers and businesses decide to buy the CCT product and how best to structure the product, benefit and pricing information.

Usability testing in person and remotely across a range of segments and geographies surfaced insights that shaped an optimised information architecture and user experience.

We then validated and further improved the recommended experience with a second round of usability testing with real customers and prospects.

The redesigned experience is currently being deployed globally by Adobe for their CCT product.

The team at MetacortX led this programme in previous agency roles.