To build the SAP HANA Cloud product pages on sapdatajourney.com. These pages need to communicate, what ever the user want to know about the product.
The challenge was to present a large amount of information for each product in a user-friendly, easy-to-navigate way, while also emphasizing the interrelationships between our SaaS products.
I conducted a competitive audit of SAP's direct competitors, with a focus on the following topics:
My main objective was to gather insights into the content marketing strategies employed by SAP's competitors and identify areas where SAP could improve its content strategy.
The audit results offered valuable insights into the content we should include on our website and opportunities for our company to stand out in the market. Additionally, we identified the essential elements that we must have.
By utilizing SAP's user experience map, I conducted a thorough analysis of SAP's user personas. I examined their frequently asked questions, pain points, and decision-making authority, and utilized this data to pinpoint the most suitable personas to target on our product pages.
Based on an analysis of user behavior and competitive audits, we established the structure for each product page. Our main goal was to provide a consistent user experience across all product pages, while also making it clear that these products are part of our SaaS offering.
I collaborated closely with content writers to define the content for each section, as well as aligning on what supporting visuals to use on these pages.
We solved the issue of presenting a large amount of information by categorizing the content based on "Overview," "Learning Materials," "Technical Information," and "Resources." We then used in-page tabs to present each category. We repeated the same formula for each page to maintain consistency in the user experience.
The final solution was a set of beautiful SAP HANA Cloud product pages that provide users with all the information they need about each product, as well as the interrelationships between them. Users can easily find the content they need and navigate between different types of information and products.
These new designs, with improved information architecture, increased our product page views by 23%. Additionally, according to Adobe Analytics, they reduced the site's bounce rate by 17%.
The entire site, including the product pages and other landing pages that I designed and built directly, has generated a total of €13M from product sales and subscriptions, with a total of 1.4 million views in 2021.
