Improving conversion with content design and information architecture

Camo engaged Invendes to re-engineer the content and information architecture of its products' marketing site - camo.com. Camo was transitioning to a scaled up model and the website revamp was required in order to reflect its new business/ organizational objectives, structure and their new positioning.

The Challenges:

• High cost of (offline) marketing products and services in over 38 countries and to a highly niche segment
• Long sales cycle. The sales required a consulting approach and sales were achieved by educating category virtues (multivariate analysis as the category) before convincing the customer on the product and brand values
• Unmanageable sales, and technical content, build over many years.

The Solution:

Camo's new Web site was designed to support its strategic goals in several ways:

• The site showcases breadth and depth of Camo's multiple offerings in an environment consistent in design, architecture, navigation and functionality.
• A user-centered design aligns content with customer needs rather than Camo's organizational structure.
• The content was redesigned to incorporate the requirements of the sales team for material support.
• A vast amount of old and new content was carefully architectured in such a way that a wide cross section of the target could access it via multiple gateways.