Constant Contact: Enterprise Partnerships Page
I led the research, design, and implementation of a fully revamped service page to address the unique needs of enterprise-level customers. Constant Contact is well known for its small and mid-sized business solutions, but we saw an opportunity to expand its market share by optimizing the experience and communication for its enterprise customers. The goal was to highlight our customizable services, increase conversions, and strengthen our value proposition to larger organizations.
Role(s): Creative and UX Direction
Challenge
Constant Contact's existing service page did not adequately speak to enterprise-level needs, such as scalability, advanced data integration, and customized pricing structures. Enterprise customers needed clearer communication around tailored solutions, centralized billing, and API capabilities that could seamlessly integrate with existing enterprise systems. The page lacked a structured narrative that could demonstrate the benefits of partnering with Constant Contact at the enterprise level.
Research & Discovery
We began the project with an in-depth discovery phase, conducting stakeholder interviews with both internal teams and enterprise clients. This provided us with insights into the expectations, pain points, and digital marketing goals of enterprise clients. Additionally, we analyzed competitor approaches and reviewed user interaction data from the existing page to identify gaps in messaging and usability.
Key takeaways from the research included:
Customization & Scalability: Enterprise customers wanted to see how Constant Contact could grow with them, providing tailored marketing solutions and adaptable APIs.
Data Integration & Reporting: These clients required seamless data integration with their existing CRM, ERP, and analytics platforms.
Centralized Control: Larger organizations prioritized features like centralized billing and user management for overseeing multiple marketing teams or departments.
Design Strategy
Based on these insights, we crafted a content strategy focused on building trust and conveying the robust capabilities of Constant Contact for large-scale operations. The design phase was guided by a few core principles:
Clarity in Messaging: We restructured the narrative to speak directly to enterprise needs, emphasizing features like customizable pricing, data integration through platforms like Skyvia, and API capabilities that aligned with their IT infrastructures.
User-Centric Design: We designed an intuitive user flow with a singular call-to-action that guided prospective customers to get a demonstration through the page. Visuals were added to reinforce the complexity and scale of enterprise solutions.
Cross-Channel Marketing Integration: We showcased how enterprise customers could integrate Constant Contact across multiple digital marketing platforms, including social media, pay-per-click advertising, and SEO. This comprehensive approach would differentiate the service from competitors who solely focused on email marketing.
Implementation & Testing
With the design approved, we worked closely with our web development team to ensure seamless implementation. We ran A/B tests to fine-tune the messaging and design elements based on real-time user behavior. During this phase, we monitored how users navigated the new service page, which sections drew the most engagement, and which conversion points led to the highest inquiries.
Results
The revised Enterprise service page successfully communicated Constant Contact's unique value proposition to large-scale businesses. Key performance indicators (KPIs) showed significant improvements:
Increased Lead Conversions: Inquiries from enterprise clients rose by 35% within the first quarter following the launch.
Improved Engagement: Engagement with the service page increased, with a 40% improvement in average time spent on the page and higher interaction rates with the case studies and testimonials.
Stronger Client Onboarding: The new content helped enterprise customers better understand how they could integrate Constant Contact into their existing systems, leading to more efficient onboarding processes.
