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CDW Advantage onboarding program

CDW Advantage Landing Page Preview
Excerpt From Campaign Landing Page (Click to Zoom)
Create Account Messaging
Create Account Messaging (Click to Zoom)

​​Challenge: Convey CDW's value proposition to prospects & create parity between offline and online onboarding


​Solution: Expose key benefits (discounts and personal advice) to prospects through multichannel campaign while standardizing online onboarding


How I helped:
  • Coordinated with 30+ stakeholders to identify, evaluate & redesign onboarding experience
  • Created & user tested content strategy for web, email & display messaging
  • Created content for campaign landing page and FAQ page based on CDW value prop and user testing feedback
  • Wrote contact center onboarding scripts and email templates


Results:
  • 193K new accounts pulling $115M in revenue
  • 3.8% lift in purchase rate
  • 6% lift in first purchase revenue
  • 10.4% lift in revenue per new account

Deliverables (Click images to zoom)

Discovery
​
During the months-long discovery process, I collaborated with a UX designer and product owner on the following:
  • Multiple stakeholder interviews across the organization
  • Immersion exercise of current online onboarding process
  • Journey mapping of the current onboarding process
  • Six proposed customer experience maps based on various onboarding scenarios
  • Gathering stakeholder buy-in for new process
  • User testing of proposed customer messaging
Awareness, learning & consideration

I created messaging for the following activities, personalized for our prospect audience:
  • Off-domain banners
  • Sitewide promotional banner
  • Sidewide footer banner
  • Product page promotion (A/B tested)
  • Create account page
  • Campaign landing page
Onboarding
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I owned the messaging strategy for the following activities:
  • Customized welcome email for newly activated accounts
  • Sitewide banner messaging confirming 5% discount
  • "Zero state" account center messaging that promoted first purchase
  • Sales contact center scripts targeted towards prospects
Troubleshooting

Based on extensive user testing of the campaign landing page and messaging, I incorporated users' most common queries into an FAQ page. I then user tested the FAQ page to ensure that all questions were sufficiently addressed.

I also conducted regular check-ins with our sales contact center to see if any customer issues or questions were arising with the program.
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