Data-driven Landing Page Design Supports New Product Launch for B2B Manufacturer

The Overview

Cummins Allison is a global leader in developing advanced technologies and equipment for counting, sorting, imaging and authenticating currency, checks, and coins. They serve major financial institutions worldwide.

The Challenge

Cummins Allison developed an innovative product for companies that handle large volumes of cash (financial institutions and casinos, for instance). They needed a landing page that would explain the benefits of the product and get prospects started on the path to purchase.

Based on the success of a previous data-driven website redesign The Good had completed with Cummins Allison, they approached us for help with the new project.

The Process

We referred to the previous research we had conducted on Cummins Allison to help establish a baseline. Once you’ve completed a job with us, much of that data can typically be applied to your next project. That makes subsequent work quicker and holds down costs.

From there, we developed a content strategy and created wireframes best suited to the new product. We then moved on to the visual design layer.

The Solution

We drew key messaging, themes, and visual assets from the marketing materials prepared by the Cummins Allison team for the new product. Using that information as a springboard, we developed targeted messaging for the right audience, taking careful aim to make sure the content would resonate and convert.

We used the wireframes to lay out the chosen visual design, keeping alignment to existing brand guidelines and maintaining the look-and-feel of the prior data-backed redesign engagement.

Finally, we passed along the finished data-driven landing page to the Cummins Allison in-house development team for implementation.

The Results

Today, Cummins Allison has a highly effective, data-driven landing page that aligns with proven website work from a previous project, their target audience, and with their branded visual design. It’s a win-win-win situation.

How They Got There

The work we completed for Cummins Allison included a combination of several of our service offerings, but these particular outcomes are the direct result of the following services:

• Conversion Assessments & Advisory
• Data-Driven Redesign