Nosco is a full-service packaging solutions provider focused on the healthcare industry. Nosco came to Duo in 2014 with a need to consolidate four different websites into one, without overwhelming visitors with too many options. Their goals included making their website more dynamic and turning into “a place of commerce," meaning they wanted a site that facilitated education, marketing, and ordering. They wanted visitors to be able to register for webinars, use a cost savings calculator, get online chat help, upload files, order samples, read blogs, and sign up for events.
Duo dove into user research, stakeholder interviews, discovery exercises, user testing, and more. We also did usability testing on the current site to see where users encountered challenges. Here is what we learned:
Each market Nosco works with has different needs, uses different language, and are represented with specific brand colors.
The site needed to build trust and quickly but effectively communicate the broad array of services offered by Nosco.
The homepage needed to be all encompassing, encouraging people to dive further to learn more about products and services and fill out a contact form.
We developed a solution leveraging smart content in HubSpot to combine Nosco's four separate sites into one without having duplicate content or multiple versions of the same content.
We decided the content would change on the pages based on the referral source. The referral source would be a custom source with a custom campaign for each market, product, or service. Then we created tracking URLs associated with the campaign source to trigger the smart rules.
After creating campaigns for all of the markets, products, and services, we created pages for each product and service and used relative URLs to create tracking URLs associated with the proper campaigns. We then created smart versions of the content on each page with the rule being referral source of "other campaigns."