Redesigning an outdated website with key audiences in mind
SharesPost wanted to redesign their website to create a content-driven platform through which investors could buy and sell private stock. At the same time, they needed to introduce a new offering — cryptocurrency — to their target audience.
Wordland started working at the highest level by understanding the SharesPost brand and the key audiences they were trying to reach. Once a set of audiences and their needs had been established, we focused on restructuring the site’s information architecture to remove redundancies and any sources of confusion when it came to global navigation.
Establishing paywalls for stronger customer engagement
While determining how best to restructure the site, one of the main challenges to navigate was the issue of a paywall. How much content should be given away for free, and how much should be available only to registered users or accredited investors?
Wordland tackled this challenge by creating a strategy and member benefits grid for tiered content, along with determining calls to action for effectively funneling visitors through the site and asking them to sign up as accredited investors. This would provide access to paid, tiered areas.