Localized Drupal Development
Scaling a global Drupal site amid a pandemic business surge for Instructure
Scaling a global Drupal site amid a pandemic business surge for Instructure
Educational technology company helping students learn more effectively
23%
Increase in conversion rate for demos
42%
decrease in bounce rate
The team at Instructure experienced rapid demand for their online learning solutions at the start of the COVID-19 pandemic. Their flagship product, e-learning platform Canvas, was quickly becoming the standard of choice for schools across the globe, and their website at the time was not built to scale as fast as it needed to.
As a global company, they needed a site to keep up with the demand, and allow them to deploy a localized strategy in place for the nuances of each region they serve. The localization and content strategy needed to be easy to implement and scalable for each region.
The core struggle was that Canvas was more well-known than the Instructure brand. Along with the content strategy, we needed to ensure that the design of the site and the taxonomy recommendations we offered supported the demand for Canvas, while also showcasing the other technology solutions Instructure offers.
Optimizing User Flow
Finding a common language that meets the needs of educators worldwide
Finding a common language that meets the needs of educators worldwide
While there were many opportunities to reduce technical debt and improve content entry, Instructure's goal was to speak to target audiences in all regions and generate demos from the site. The UX strategy focused on reducing regional friction and also having a clear user flow for the target audience for that product.
For example, elementary school teachers in Louisiana are very different from University professors in Germany. How do a variety of educators with different needs influence the sales & adoption of Instructure’s products, and how can we help them find the content that matters to them?
Global Web Presence
A site built for every user—across 70+ countries
A site built for every user—across 70+ countries
The design of the site needed to incorporate each product, while tailoring the messaging and recommendations for users of all backgrounds.
We were able to do this by implementing “audience” & “need” pages. The structure of the site, paired with the changes we made within Drupal, helps deliver great quality content to serve these audiences—and instantly translates that content across 70 countries.
During implementation, we focused on prioritizing and consolidating content, so that the content people already engaged with on the site would fit into the intended user flow—while removing the distractions. Post-launch, the site has seen a reduction in bounce rate by 42%.
The localization strategy by region also helped increase global conversions. Europe, for example, had three different language translations to implement on the new website. Since launch, the conversion rate for demos across regions has grown by 23%. The new site structure also lends itself to further personalization, both by region and persona, which is on the horizon for Instructure.
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