Context & Initiative
Business Context
The homepage serves as the introductory statement for a website. For a business offering B2B services, a concise and high-quality homepage is essential to effectively market to potential clients. At Cox, marketing campaigns aim to provide prospective and current customers with an engaging experience to capture leads and increase sales.
Initiative
- Completely revamp the Cox Business homepage to create a better experience for both prospective and current customers
- Use marketing data (lead form information, next page path analytics, A/B testing) to inform design and content decisions
- Deliver a concise, high-quality B2B homepage that supports lead capture and sales
My Role
Pivotal design role in marketing campaigns, with significant focus on the homepage. I led the UX initiative to revamp the Cox Business homepage, from content strategy (Who, What, Why, Where, How) through content mapping and design implementation. Primary focus was the prospective-customer experience to drive new sales; I also designed the current-customer version for retention and upselling.
Discovery
Landscape
The target audience consists of businesses seeking internet, voice, television, and other services. We leveraged our capabilities to provide a customized experience by tailoring two differing homepage designs: one for prospective customers (to drive new sales) and one for current customers (retention and upselling).
Research & Data Inputs
The revamp was informed by marketing data: lead form information, next page path analytics, and A/B testing. Previously collected data also shaped the products and services section so users could quickly identify and navigate to services relevant to their needs.
User Segments
- Prospective customers: Businesses considering Cox Business services; primary focus to drive new sales
- Current customers: Existing customers; homepage version focuses on retention and upselling
Problem Definition
The Cox Business homepage needed to function as a strong introductory statement for B2B services: concise, high-quality, and effective at marketing to potential clients. The goal was to create a better experience for both prospective and current customers, capture leads, and increase sales. Alignment with the Cox Residential homepage was also a priority so customers could feel comfortable moving between residential and business sites.
Process & Rationale
Approach
- Content strategy: Ground the revamp in fundamental UX questions: Who, What, Why, Where, and How
- Content mapping: Map page content to each question: audience (Who), value proposition (Why), products and services (What), proof and benefits (How), and conversion/contact (Where)
- Dual experiences: Define two homepage designs: prospective customers (sales focus) and current customers (retention and upselling)
- Design and alignment: Align the Cox Business homepage more closely with the Cox Residential homepage for a seamless transition between sites
Solution
The solution was a full homepage redesign structured around a content strategy of Who, What, Why, Where, and How:
- Why (hero): Value proposition: bold headline, hero image, and unique offer card
- What (products and services): Simple, interactive list based on previously collected data
- How (proof): Customer stories, outcomes, and statistics demonstrating how Cox Business makes a difference
- Where (conversion): Special offer section and comprehensive contact section with multiple options
Key Design Decisions
Who/What/Why/Where/How as Structure
Using these questions ensured every section had a clear purpose and the page supported both awareness and conversion.
Two Homepage Versions
Separate designs for prospective customers (sales) and current customers (retention and upselling) allowed a customized experience for each audience.
Alignment with Cox Residential
Closer alignment between business and residential homepages ensured a seamless transition between the two sites and a cohesive brand experience.
Validation & Iteration
The revamp was informed and validated by marketing data (lead form information, next page path analytics, A/B testing) and by the design goal of alignment with the Cox Residential homepage for a consistent cross-site experience.
Outcome & Reflection
Key Achievements
- Full redesign aligned with the residential branch for a seamless transition between sites
- Enhanced opportunities for users to engage with current marketing campaigns
- Inclusion of customer stories, outcomes, and statistics to better inform users about the benefits of choosing Cox Business
Impact
The revamped homepage successfully captures leads, increases sales, and provides a cohesive, engaging experience for both prospective and current customers.
