Asset Management Firm Improves User Experience
Collective Data offers software solutions for fleet, asset and inventory management. The firm helps organizations, particularly government agencies, make smart decisions with real-time data monitoring. But Collective Data’s old website hadn’t been updated in at least five years. This meant the look, content and navigation didn’t reflect the company’s innovation software. Collective Data had also acquired a new product that had a separate website, which was confusing to customers.
Collective Data partnered with McNary Marketing & Design to consolidate the two websites, improve user experience and implement a variety of sales tools.
- Consolidated two websites in 2018
- Included separate navigation paths for new and existing customers
- Integrated an email marketing tool
- Improved form functionality
- Enabled pay-per-click campaigns
“The new website was really McNary Marketing & Design’s vision,” explained Anne King, president. “We had vetted several developers, but only the McNary team understood that we were looking for a functional tool, not just a website. They didn’t simply talk about flow and design – they asked why we were doing the redesign and who we serve. It was this strategic approach that made us stop and think about what we were investing in.”
“They didn’t simply talk about flow and design – they asked why we were doing the redesign and who we serve. It was this strategic approach that made us stop and think about what we were investing in.”
“When we proposed this project, we did a whiteboarding session and started looking at how the product lines were connected,” said Josh McNary. “The old site had a very simple navigation that placed equal weight between the product lines and focused on verticals. During discovery, however, we determined that Collective Data tracks categories of items: vehicles, inventory and people. This revelation caused us to organize the new website with two sets of navigation – one for existing customers using software product names and one for new customers that uses asset categories.”
Collective Data’s new website is based on a customized WordPress theme. It includes an IT directory service through Capterra and an email tool with automated marketing functions called ActiveCampaign. McNary Marketing & Design also partnered with a graphic design contractor who already had a relationship with Collective Data, ensuring all visual assets and rebranding elements were consistent.
“The McNary team really helped us straighten out the user navigation. They also improved our contact, request demo and download whitepaper forms. These forms are important for lead generation and are now automatically sent to the correct sales people. And because the new website has traffic analytics, we can run pay-per-click campaigns and measure their impact,” said Stefanie Chrisman, sales and marketing coordinator. “Our inbound marketing functionalities are much improved and easier to manage and use.”
Since Collective Data’s website launched in May 2018, McNary Marketing & Design is serving as an ongoing consultant for Google AdWords, Google Analytics and email campaigns.
Collective Data was generous to write a piece on their bog about their experience with McNary Marketing & Design. Read it at their site.
“The McNary team really helped us straighten out the user navigation. They also improved our contact, request demo and download whitepaper forms…Our inbound marketing functionalities are much improved and easier to manage and use.”
“You need marketing partners – this isn’t a one-and-done deal. We don’t treat our website like a widget. It’s a central player in our marketing and sales strategies, which means it’s going to evolve over time,” emphasized King. “We want to let experts like McNary Marketing & Design do what they do and step out of the way.”
“We trust McNary Marketing & Design like they are one of us, just like they have made us feel like we’re one of them,” Chrisman added. “If there’s something new and revolutionary that could help our business, we know Josh and his team would reach out immediately and let us know. We look forward to the second phase of this website project and feel confident knowing McNary is on our side.”
“We trust McNary Marketing & Design like they are one of us, just like they have made us feel like we’re one of them”