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Evolving Lead Generation

ASSET® InterTech combines WordPress and Salesforce on Pantheon to create a site that performs as a sales tool.

Project Highlights

ASSET® InterTech (ASSET) is the leading supplier of open tools for embedded instrumentation to engineers doing design validation, testing, and debugging. When it came time for a redesign, the goal was not just to revamp the website. They needed both an intuitive design to drive lead generation and a platform that could adapt with them for years down the road.

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    Increase in pageviews
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    Conversation rate increase (eBook registrations)

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    Conversation rate increase (webinar registrations)

Challenge

ASSET saw the need to develop a sustainable system as visionary as the company’s own technology products. The previous site was difficult for its internal team to use and maintain. A tangle of complex backend processes called for a replatform to WordPress. They also faced a lack of integration support for marketing automation tools and the user journeys needed better definition. The way forward was to engage new customers on the website with a user-centered design and navigation.

Mediacurrent’s Solution

Mediacurrent took a strategy-driven, UX-first approach to increase lead generation. We chose Elementor, a WordPress page building tool, to transform the design. We were able to optimize the website's marketing automation capabilities with the addition of a Pardot and Zapier integration.

Thank you again for all your hard work. It’s a great achievement. And with the new site, we’ll be able to do so much more. We’re really looking forward to our continued partnership and doing some great things.

Alan Sguigna

VP of Sales and Marketing, Asset InterTech

Scaling Customer Pathways

ASSET needed a full service, open source CMS partner with similar project experience. They chose Mediacurrent to develop a WordPress website and strategy that would align with their business goals:

Empower Site Admins

Give more creative control.

User-Centered Design

Improve the site experience.

Drive Leads

Boost SEO/discoverability.

Do More With Data

Harness data to optimize marketing performance.

Convert with Content

Streamline web forms.

Future-Proof Platform

Employ development best practices.

Transforming the User Experience 

To optimize the user experience, we embarked on a strategic overhaul of the website’s content, navigation, and design. Now, product information is quickly discoverable with clear conversion points throughout the site. Mediacurrent’s creative team devised a high-contrast, accessibility-compliant style guide to support the website’s content and components while staying true to ASSET’s brand.

Scanworks product form

Answering to the Audience

The road to an improved user experience began by grasping a deeper understanding of users' needs Through audience research and stakeholder interviews, we learned about the unique facets of the target market for ASSET products - the website’s user personas. Our UX strategy was to craft user journeys, content, and visuals that answered those users’ likely questions.

AIT Scanworks product page

Action-Oriented Design

Elementor’s powerful user interface added efficiency to the design process, enabling a swift move from wireframing to design. To break down walls of text, we introduced styles and components with ample white space. The new navigation engages prospects with relevant product information. Then, strong calls to action (like contacting a sales representative) keep them moving through the buying cycle. 

Consumable Content

More blank space = better readability.

Clear Navigation

Products are front and center (on mobile, too!)

Conversion Points

Content editors can create compelling calls to action.

Doing More with Data

How do we gain more visibility into our digital marketing performance data? How do we make better strategic decisions? These were questions posed to Mediacurrent’s Digital Strategy team. The answer was to track multiple data sources for the insights they need. With this new measurement approach, ASSET can better inform its content strategy to educate and engage customers.

Capturing Web Form Data

ASSET generates many of its marketing conversions and sales leads via product eBook downloads. But the eBook delivery process was convoluted, requiring users to register on the site. Managing multiple Pardot form handlers to capture these leads in Salesforce was a challenge. To address this, Mediacurrent standardized a single form handler for every product eBook and built an integration for Pardot + Webhooks by Zapier.

WordPress Development

Elementor

ASSET had the desire to gain more creative control over the site. Using the WordPress Theme Builder from Elementor, Mediacurrent delivered a custom and reusable design system that can be controlled within a drag-and-drop editor. Mediacurrent’s open source developers went beyond the default elements supplied by Elementor, using WordPress APIs to manage multiple Pardot campaigns and implement custom post types. Elementor APIs were used to build custom Dynamic Tags that allow authors to use formatted data anywhere in Elementor without building it by hand each time.

Developing for Maintainability

The new platform is rooted in best practices for development, making it intuitive for the ASSET team to use and maintain. Mediacurrent captured commonly-used components as Elementor Templates and Global Widgets, allowing easy reuse and modification of elements throughout the site.

Hosting

ASSET’s investment in the new site depends on a reliable infrastructure. They continued with Pantheon, the hosting provider for the former Drupal site, to launch on WordPress.

Final Thoughts

To meet the needs of partners like ASSET InterTech and provide better support for multi-CMS organizations, Mediacurrent has increasingly expanded our services to include WordPress.

Running on Drupal and need help managing additional WordPress sites?