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Host Analytics: Host Analytics Redesign 

Host Ana­lyt­ics is the lead­ing spe­cial­ist provider of cloud-based con­nect­ed finan­cial plan­ning and close solu­tions. They pro­vide a sin­gle, cloud-based EPM plat­form with every­thing finance teams need — plan­ning, con­sol­i­da­tion, mod­el­ing, report­ing, and ana­lyt­ics. We part­nered with Host Ana­lyt­ics to redesign a flex­i­ble web­site with a focus on lead gen­er­a­tion, con­tent strat­e­gy and user retention.

Overall Outcome

The new design gave the Host Ana­lyt­ics brand a mod­ern yet ground­ed tone in com­mu­ni­ca­tion and design that bet­ter relates to their tar­get audi­ences. It also brought togeth­er what was pre­vi­ous­ly 3 seper­ate web­sites under one roof, mak­ing main­te­nance and upkeep much easier.

The Results

The web­site was cus­tom cod­ed for Word­press’s new page builder tech­nol­o­gy, Guten­berg. GRAYBOX cre­at­ed plug and play cus­tom con­tent blocks for Guten­berg which led Host’s edi­to­r­i­al team to eas­i­ly cre­ate new pages with these new cus­tom con­tent blocks.

  • 146%
    Increase in Conversation Rate
  • 374%
    Increase in Absolute Goal Completions
  • 31%
    Increase in Mobile Session Duration
  • 68%
    Reduction in Total Pages during the Redesign

The Overall Problem

Since Host analytics did a rebranding earlier in 2019, the website has been outdated for many months. This misalignment, fueled by a market analysis finding that pointed to low brand recognition, led to the Host team to want to redesign their website.

Separately, Host Analytics old website consisted of 3 sub-sites that lived on separate CMS’s. This setup made it very difficult for their internal team to maintain it. The inflexible nature of the old Wordpress themes was a deterrent for the editorial team to create new content for the site. Their team needed a website that communicated their brand well but also be extremely flexible for marketing teams to create pages that did not depend on a strict layout.

Our Solution

1. Discovery & Planning

GRAYBOX project manager, along with the Creative Team and Content Strategist worked with Host Analytics to outline the direction and goals of the new site. This was a collaborative process to ensure GRAYBOX had a clear understanding of the project. Using techniques like the SWOT exercise, we defined the Strengths, Weaknesses, Opportunities and Threats for the brand in regards to the old website. As our teams engraved themselves with the new Host brand and the purpose of the new website, we gained enough understanding of the brand to start the Content Strategy and Wire-framing phase.

2. Wireframing, Content Strategy & Visual Design of Multi-Lingual Website

Starting with Content Strategy, our team did a comprehensive Content Audit, Audience Definition and Competitor Analysis. Defining the audience segments and their needs helped us outline the different content blocks, the flow and the information architecture of the new website. High-fidelity wireframes were followed by User Interface design which kept Atomic design principles as the foundational approach. The end design gave Host Analytics about 25 custom content blocks which we would then develop as plug and play pieces in Gutenberg for flexible page building capabilities.

3. Development, Project Management & Launch

Throughout the development process, The Project Manager at GRAYBOX worked with Host Analytics every step of the process. Since the development phase of the project requires many micro-decisions, the developers worked very closely with the Project Manager as well as the Host Analytics team to build a website that would meet their needs. Host Analytics’ new and powerful website was launched on July 30th, 2019 with many happy faces from both teams. The site included what was previously 3 different CMSs into one, and gave them the ability use the 25 new content blocks to create new pages as they wish moving forward.

It’s always fun when we get to work on a redesign of our pri­or work, and this time was no dif­fer­ent. It’s been amaz­ing to work on such a large and com­plex con­tent site with Host Ana­lyt­ics. Our goals were to reduce page count, while also improv­ing usabil­i­ty, con­ver­stions and SEO — and we’ve nailed it on all points.

Paul Weinert, Managing Principal / Founder at GRAYBOX

Our Results

Host Analytics now has a gorgeous new site that is outpreforming it's prior site in key conversions.

Host Analytic's trust in GRAYBOX as a full-service provider to design, strategize and build it's new website is paying off in big ways. The new brand direction looks fantastic and establishes a foundation for all their future online and offline efforts. Moreover, the 1.5x increase in conversions should impact revenue in a big way.

  • 146%
    Increase in Conversation Rate
  • 374%
    Increase in Absolute Goal Completions
  • 31%
    Increase in Mobile Session Duration
  • 68%
    Reduction in Total Pages during the Redesign