Goals

A growing number of corporate HR departments are interested in mindfulness and emotional intelligence training for their employees. As a global leader in this training space, the Search Inside Yourself Leadership Institute (SIYLI) was eager to capitalize on this growing demand.

Yet SIYLI’s marketing team was not seeing the B2B lead growth they hoped for. They partnered with Marketade to lead an evaluation of their website’s UX and content and provide concrete recommendations. Their goals were to:

• Increase B2B leads for its enterprise training services
• Improve the user experience of the marketing website
• Expand useful, usable content through a cohesive strategy

Approach

Based on SIYLI’s goals, Marketade conducted the following activities:

• Conducted a heuristic UX evaluation of key website tasks and flows for B2B and public audiences
• Recruited HR professionals for qualitative user research
• Created a lightweight content strategy informed by a content audit, UX evaluation, and keyword research
• Led a working session on business goals and digital metrics
• Audited KPIs, analytics goals, and website tracking

Deliverables

We used an iterative approach for this project, shipping outputs at the end of most weeks and at other milestones. By the end, we had delivered:

• 30 concrete UX findings and recommendations
• 24 specific content ideas categorized by primary persona and website section
• Interactive wireframes to support design and content recommendations
• 100+ recommendations for new Google ads and paid keywords based on content strategy
• KPI measurement model with 3 core business goals and 2-3 KPIs for each goal
• New Google Analytics conversion goals to align with new measurement model

Outcomes

In a before vs. after comparison, SIYLI saw the following KPI increases within its target marketing channel:

• 500% increase in B2B guide downloads
• 350% increase in newsletter list signups
• 100% increase in B2B inquiries

About SIYLI

The Search Inside Yourself Leadership Institute (SIYLI) was born at Google in 2007. An in-house Google training course on mindfulness and emotional intelligence became so popular that other companies started to request it. A team spun off the program and founded a nonprofit educational institute.

SIYLI has trained teams at hundreds of global organizations and leads many programs for the general public. Learn more at SIYLI.org and SIY Global.

• Industry: Nonprofit; Education
• Size: < 100 employees
• Location: San Francisco, CA
• Audience Type: Enterprise B2B
• Primary Customer: HR professionals
• Secondary Customer: General public

About the Project

• Platform: Public website
• Methods: UX audit, content audit, KPI audit
• Length: 5 weeks
• Stakeholder: Marketing team

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