www.curl.com
Curl's Rich Internet Application (RIA) development platform has been widely adopted in Japan. However, Curl has had little visibility in the United States where it competes with products such as .Net, Ajax and Flex.
As part of its market entry strategy Curl needed:
- A new website that would effectively communicate its message and encourage visitors to convert to sales leads
- A lead generation program that would engage developers and get them to register on the Curl website
Curl called on BlueFoot Marketing to conduct a thorough review of their existing website. We assessed the website's usability based on its design, content, and navigational efficiency. We found several areas for improvement including the following:
- The site was very content heavy and copy was not written in a compelling, web-appropriate manner
- The registration process used for lead generation was cumbersome and confusing
- Some of the most critical pages had very high abandonment rates
After completing the assessment and presenting our findings, BlueFoot teamed up with one of its strategic partners and led the effort to design a new website for Curl that included:
- A Knowledge Center with a rich set of vendor-neutral content to encourage developers to register
- A simplified navigational structure
- Rewritten content
Curl homepage - before |
Curl homepage - after |
After launching the website, BlueFoot developed an integrated outbound campaign for Curl that included:
- Animated online advertising
- Google AdWords campaigns
- Promotional sponsorships
- Email and direct mail campaigns
|
Direct Mail Postcard |
Online Ad |
Email Campaign |
Those campaigns greatly increased the quality of leads, generated over 500 leads in the first month and resulted in Curl's first new customer of the quarter.
