American Society for Nondestructive Testing
Transforming the Online Experience Across Three Dynamic Websites
Branding // Content Strategy // Design // Development // Storyblok
InfinityQS is the leading provider of Statistical Process Control (SPC) software and services to manufacturers worldwide. With 40,000+ installed licenses currently in use, InfinityQS quality management solutions save leading manufacturers millions of dollars each year. Like many traditional software companies, InfinityQS is undergoing a digital transformation in an effort to modernize its offerings.
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Our focused efforts paid off with the on-time and coordinated launch of all program elements and digital promotions for the Enact product-led subscription program. The new product-led process empowered customers by removing risk and roadblocks involved in trying new software.
In addition, the newly developed SEO content increased visitor time on page by an average of 4 minutes and 9 seconds. Sitewide, the content added 248 keywords, including 13 keywords ranking in the top 3 positions and 72 keywords ranking in positions 4-10.
Because product-led doesn’t mean hands-off, we put in place key metrics to enable ongoing monitoring of user signups, activation, and retention. A product-led approach isn’t right for every organization, but for InfinityQS, it was a logical next step in their product evolution.
The visual editor in Storyblok was the winner for us. Having a live preview gives our editors a powerful editing experience.
InfinityQS, a market leader in quality software for manufacturing, has always used a traditional, high-touch, consultative sales model. However, as they matured their cloud-based quality platform, Enact, they saw an opportunity to enable a new journey—one that puts customers in the driver’s seat and empowers them to gain meaningful value from the software faster.
A product-led, SaaS-based sales model would eliminate friction and risk, giving prospective customers:
To make the pivot happen within their incredibly tight timeframe—just three months from start to launch—InfinityQS turned to BizStream, a trusted partner who could drive momentum across all the moving parts and keep them on track to meet their incredibly tight timeframe.
As their digital marketing program advanced, InfinityQS noticed competitors following their lead and attempting to increase keyword volume around SPC and data intelligence topics. They needed to respond quickly to maintain their organic search advantage.
Whether you’re pivoting from an existing sales model or launching a brand-new SaaS product, it’s critical to understand the end-to-end process that will keep you on track and help ensure a successful launch. As a full-service agency, BizStream has established processes that enable us to simultaneously manage multiple project elements.
InfinityQS realized they’d need to overhaul their entire customer startup experience—from messaging, website content, and SEO strategy to pricing, purchase, onboarding, and expansion pathways. And they’d need to re-imagine their internal and external processes along the way.
Coordinating our technical, content, marketing, and design teams with InfinityQS’s internal teams, we anchored the project by focusing first on essential, foundational elements: new company and product messaging, customer journey mapping, user experience design, and technology selection. With those elements in place, we could put teams to work blocking and tackling the website changes, microsite build, ecommerce integration, and site content revision and optimization.
Through SEO audits and competitor analysis, BizStream identified opportunities to strengthen InfinityQS’s leadership position with educational and entry-level content for quality teams exploring SPC software. Using existing unpublished resources and customer-focused knowledge, BizStream developed three new interactive, multi-page resource sections:
Each was evaluated for SEO, relevance, clarity, and alignment with InfinityQS’s brand voice and site strategy.
Our technical experts leveraged existing knowledge to recommended technologies that would be cost- and time-effective to enable critical infrastructure. NetSuite enabled us to leverage InfinityQS’s legacy customer database while sharing key customer attributes with other systems. We paired Storyblok and Netlify to flexibly enable content management and hosting for the Enact Guided Learning microsite. User List provided the means to push nurtures, reminders, and prompts to new users, and User Pilot enabled an in-app messaging service for active Enact users.
At the same time, content marketing and design teams developed digital and social ad campaigns, built landing pages, rewrote site content, developed SEO-focused resource sections, and created nurture campaigns to ensure a connected user experience from first touch to conversion to onboarding.
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