TradeGecko: Ungating Gated Resources
Brief: To increase PMF (Product Market Fit) leads on the marketing site.
Challenge: Lack of new content to drive SEO traffic to the site.
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Solution: After discussing with our in-house SEO expert, I received the green-light to ungate an existing eBook (PDF) that was aligned to what our PMF searches for. I used the gated content for a new webpage, which solved the content problem.
The design below was implemented with my comments in pink.
SEO Comments:
1) It was between each chapter = brand new page, or all chapters within a single page. Our SEO expert and I tested both via A/B testing, and found that the latter had visitors linger longer, and clicked on more internal links.
2) As it was a long-form content, I followed the format of pillar pages.
3) Even though the download rate of this particular eBook was low, I still wanted to keep it as a free resource which would benefit SEO (“Free eBook”). With that in mind, instead of the masthead, I placed the form in between the content as a visual break.
Design Comments:
1) As part of my ongoing role in evolving the brand, I took this opportunity to test our updated guidelines especially when it came to the typography. I worked closely with our web developer in terms of scaling and within the limitations of our CMS.
Outcome:
1) After approx. 6 weeks, our PMF leads increased by 4.74%, and our eBook downloads increased by 27%. From this experiment we steadily ungated other eBooks from our library of content.
2) Design wise, this was a great opportunity to test the scalability of our brand guidelines.