Omnichannel Experience

Problem

The project aimed to create an omnichannel welcome strategy for business customers, focusing on Small & Medium Businesses (SMB) and Large Businesses in Colorado and Minnesota.

Biggest Challenges

👯 Engaging two distinct audience segments with tailored content.

📚 Achieving brand cohesion and storytelling across states.

📣 Driving both engagement and conversions with limited traffic typical for B2B utility campaigns.

➰Ensuring content relevance and clarity to reduce bounce rates and increase engagement. 

Process Overview

  • Developed landing pages and a six-email journey segmented by business size and geography.

  • Used A/B testing for initial emails to optimize open rates, click-through rates, and conversions.

  • Iterative content adjustments based on analytics and audience response.

  • Ongoing updates to storytelling elements and case studies, with quarterly or seasonal reviews. 

User Flow & Content Mapping

  • Created detailed content maps for both SMB and Large Business segments, iterating through several versions to optimize the flow:

    • SMB flow prioritized “Ways to Save,” assessments, rebates, and success stories.

    • Large Business flow emphasized detailed program info, assessments, and sustainability.

  • Final versions of content maps ensured clear navigation and logical progression from welcome to conversion actions. 

Experience Visuals

  • Landing pages and emails featured strong brand visuals, case studies (e.g., Ranch Liquor for SMB, Red Wing Shoes for Large Business), and clear calls to action.

  • Visual cohesion was maintained across all assets, with images and layouts designed for clarity and engagement.

  • Email and landing page designs were tested and refined based on user interaction data. 

Key Insights & Takeaways

  • SMB audiences were more engaged than Large Business audiences, with higher engagement and lower bounce rates.

  • Email A/B testing revealed that while one version had higher open and click rates, the other drove more conversions—highlighting the importance of CTA placement and content focus.

  • Despite lower overall traffic, thoughtful design and segmentation drove significant engagement and revenue impact.

  • Continuous monitoring and iteration are essential for optimizing both web and email journeys.

Next

Content Design