Blogs By Author

Amanda Heberg
Search-driven web experience for the National Business Institute

The National Business Institute is a professional association providing continuing legal education (CLE) for attorneys and paralegals for over 35 years and delivering over 18,000 in-person and on-demand resources.

The Challenge
While NBI’s live seminars and OnDemand resources lead the industry, their website and subscriber experience were trailing behind. NBI partnered with Sandstorm—to create a personalized, user-centric (and most importantly, revenue-driving) experience for existing subscribers, transactional customers, and prospects.

The Solution
Sandstorm began with user research that identified the motivations and expectations of each type of customer. Then, we crafted a myriad of user flows based on user groups, extensive site map, navigation, wireframes and creative to align each step in the purchase process with those expectations.

By conducting usability testing, we uncovered user needs, expectations, and insights, including:

  • The use of key statistical information vs. the use of customer testimonials on the homepage was much more impactful to key audiences.
  • Including specialty credit details in the search results, since this is a key identifier in the selection of a course and purchase process for users.
  • Users wanted stronger use of colors throughout the experience, but still honoring the blue that NBI was well-known for.

Because findability and conversion were primary goals, we needed to determine how to best integrate a robust search throughout the experience. The final site includes multiple layers of search exposed within the experience to ensure users can quickly and easily find desired courses and find them in the format they wish to consume them.

Personalization was also key. Sandstorm worked closely with NBI’s development team to build in targeted courses based on a users’ geolocation and schedule (recommended courses, happening soon, and best sellers).

As NBI was shifting its business model to more emphasis on a subscription model vs. one-off courses, the conversion path to becoming a subscriber needed to be clear and slightly varied experience from an individual visiting the site for the first time.

And, knowing the mobile experience was critical to these users, we crafted and deployed a fully responsive designed experience, including personalization based on returning users vs. new users to the site.

Finally, we extended the user experience and creative via front-end development and collaborated closely with NBI’s in-house development team to ensure the experience seamlessly integrated with NBI’s back-end CMS, technology and complex e-commerce systems.

The Results
The Hermes Creative Awards honored the National Business Institute and Sandstorm with a Gold award for the agency’s redesign of the NBI website.

The 2019 award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which administers the annual Hermes Creative Awards international competition.

In addition, the website has experienced significant improvement, including:

  • Organic SEO positioning has increased by 20%
  • Conversion rates are up 12% year over year
  • Experienced higher search and filtering traffic that converts at a much higher rate than the prior site experience
  • Received extremely positive feedback from its subscription-based customers via the streamlined and much-improved checkout flow

 

“Thank you for your help. The site looks great and we couldn’t be happier with what you did for us.”

Jim Embke - Managing Director, National Business Institute

This blog was posted by Amanda Heberg on April 30, 2019.
Amanda Heberg

About the Author

Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.

Amanda Heberg
The Society of Actuaries innovates with an Interactive Toolkit in Drupal 8

The Society of Actuaries (SOA) is the pre-eminent association for the actuarial profession. With over 30,000 actuaries as members, the SOA’s mission is to advance actuarial knowledge and the ability of actuaries to provide expert advice and solutions for financial, business and societal challenges.

The Challenge

In line with their mission, the SOA wanted to take the conceptual idea of an Actuarial Toolkit and bring that to life in Drupal 8 as a web application. The SOA's existing Glossary App needed to be redeveloped into a web app, in addition to incorporating data from multiple websites.

The SOA kickstarted the project internally with some baseline requirements and initial design mock-ups to support the reimagined Actuarial Toolkit. Sandstorm was able to quickly collaborate with the SOA and build upon the work completed, in order to begin transitioning into more detailed user experience and technical requirements. 

The Solution

The SOA partnered with Sandstorm in order to build an interactive web application that delivered a variety of online resources for actuarial candidates, actuaries, and actuarial analysts. We identified with the SOA that Drupal 8 would be the optimal platform that would offer a high level of flexibility and a scalable development framework to support the desired interactions along with a robust mobile experience.

With a Drupal-based solution and our proposed technical architecture, we were able to provide a scalable framework for the SOA to expand and grow to support the other SOA applications. The goal was to make it simple for the SOA to build out new solutions over time, without significant investment each time. The architecture also supports opportunities to transition to a headless Drupal solution (if desired in the future), which could be used to drive native mobile apps.

In addition, the Actuarial Toolkit supports the longer-term vision and consolidation of its online tools to support the Actuarial Profession.

The Actuarial Toolkit includes the following features:

  • Interactive Actuarial Glossary including over 500 peer-reviewed definitions, concepts and practice area terminology for those working with Actuarial Science
  • Bookmarking to save favorite pages in the toolkit
  • Flashcard function to display glossary terms saved for quick access and review
  • Main hub for practice areas, giving users access to pre-defined mathematical definitions and data templates used in the profession including curated live illustrations of actuarial and mathematical concepts using R
  • Integrated Single Sign-On experience with the SOA’s Association Management Software system and website so users can move seamlessly through the entire web experience

The Results

The SOA launched the new Actuarial Toolkit after working for many months curating the content and finalizing the industry definitions and terminology to ensure a highly usable, high-touch, personalized experience. Overall feedback has been incredibly positive from the SOA membership and community, not only offering an interactive suite of tools to advance learning in the profession but also giving the users even more personalized experiences that they can control.

https://actuarialtoolkit.soa.org/

This blog was posted by Amanda Heberg on April 22, 2019.
Amanda Heberg

About the Author

Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.

Amanda Heberg
OTA Drupal 8 website

The Orthopaedic Trauma Association (OTA) is the authoritative source for the treatment and prevention of musculoskeletal injury. So when they came to us with an underperforming website, we made sure they got the best treatment possible.

The Challenge
OTA’s website exhibited a lot of the traditional symptoms of an aging online presence: disorganized content, a lack of information architecture (IA), overall poor member experience, and outdated design and functionality. They were struggling to come up organically in search and it was critical that OTA engage a partner who could quickly get them where they should be in site rankings, and keep them there. OTA planned to rely upon their selected partner not only to redesign their site, but also to help them maintain their site moving forward in a manner that would promote SEO. 

The Solution
Based on OTA’s website goals, technical requirements, API integrations, SEO concerns and content authoring needs, we determined that Drupal 8 would be the recommended content management system (CMS) for the OTA team. With Drupal, we were easily able to implement single sign-on (SSO) through OTA’s association member platform—ACGI. And by utilizing Apache Solr Search, we were able to make the search more robust throughout the site – improving the overall user experience for members. 

To improve the overall usability of the site, and increase organic search rankings, we conducted keyword research and analysis to identify heavily searched terms applicable to their industry, and built the sitemap, navigation and information architecture around the research findings. We designed with user experience (UX) best practices while creating consistent branding throughout the site—expanding the color palette, identifying fonts the OTA brand could differentiate with, and utilized custom imagery. Altogether, this made content easier to find for users and easier to update for the association. 

The Results
Within the first month after launch, OTA’s new website experienced unprecedented results:

  • 986% increase in traffic from Google
  • 497% increase in organic search traffic
  • 54% increase in new users
  • 65% increase in pageviews
  • 22% decrease in bounce rate​
“Planning and implementing a website redesign can be a momentous undertaking, especially for a small staff association. Sandstorm could not have made the process easier for our team.

Their exceptional technical and creative talent, along with the high level of customer service provided throughout the project, made the process as seamless as a website redesign can be. And our new (and very much improved) website has been well received by the Orthopaedic Trauma Association (OTA) membership!”

– Kathleen Caswell, CAE, Executive Director

Visit the new site: https://ota.org/

This blog was posted by Amanda Heberg on January 2, 2019.
Amanda Heberg

About the Author

Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.