Increasing conversions for a leading search engine

Every day, thousands of people get their questions answered by using Ask.com, one of the world’s leading search engines. Ask Sponsored Listings, the company’s advertising division that handles sponsored listings, is a main source of profits. But results could’ve been even better. An inconsistent brand, poor user experience, confusing content and no clear call-to-action was causing low conversion rates. We enhanced the user experience and visual design, creating a more intuitive site and increasing revenue.

A comprehensive approach

To increase conversions, you need to go beyond improving one element – it’s a comprehensive process involving every aspect that influences user behavior. With that mindset, we conducted user research, interviewed key stakeholders, examined site analytics and reviewed competitive offerings like Google Adwords and Yahoo Sponsor Listing. In addition, we helped define site objectives and create a strategic plan.

Based on our findings we developed a new architecture, which included wireframes for each page template and a visual design for each wireframe. We modified Ask Sponsored Listings’ logo to create consistency with Ask.com’s identity and then implemented the entire site using Ektron, a .NET content management system. We also implemented a Content Management System (CMS) so the marketing department could manage all content.

Success begins with the user experience

We improved the user experience by developing clear messaging and call-to-actions. Everything’s organized and intuitive with easy-to-read content. Now, in addition to the visual design, the experience of using Ask Sponsored Listings accurately reflects the Ask.com brand. And that has helped to convert more prospects to paying customers.