Optimizing high traffic landing pages

The gateways pod was charged with optimizing and prioritizing updates to all high traffic landing pages.

Based on research, analytics, and page performance, strategic goals were identified and the gateways team set about optimizing those customer experiences.

Team

Product manager: Emily Mattevi
Web publishing: Jean-Francois Ethier
Research: George Komsky
eCommerce: Trey Sabatelli
Visual designer: Lin Liu, Holly Redahan, Kate Lee
UX designer: J.Y. Liew
Content designer: David Flemate

Autodesk all products page

Initial goals

Consolidate the discovery process for visitors searching for Autodesk products.

Develop a filtering mechanism to improve sorting and page load times.

Define and indicate the industry categories and workflows in collaboration with technical product marketing SMEs.

Free trials

Free trials are an important step in the customer lifecycle. Qualtrics data indicated many visitors were frustrated for a variety of reasons.

Key findings:

Most visitors were actually students looking for free student access

A side effect of the popularity of free student software was canabilization of organic traffic for the commercial product pages

A significant subset only needed a free viewer to open a 3D file

Prioritize affordances for educational access and viewers

Autodesk viewers

Many of the legacy viewers pages were non-responsive and several viewers were being consolidated or retired. The new Autodesk Viewer was a consolidated browser experience for reading over 80 files.

The DWG Trueview remains a popular tool for viewing one of the most popular file types created by Autodesk, DWG files.

The AutoCAD mobile web app is now being positioned as an entry level version for those needing to edit or collaborate with extended teams at the lowest rate possible for an AutoCAD product.

Product comparisons