As Adobe moves from a traditional boxed product model to a subscription based model we need to change how we engage with our audience. On adobe.com we have optimized the site for an audience that we only expect will visit us once every 18 months for the sole purpose of purchasing. E-commerce rules. Developing content that engages or inspires has taken a back seat. But with the new sales model we now must build and maintain an audience. Keep them coming back to try new products in the Creative Cloud, inspire them, teach them how to enhance their skills so they have incentive to continue their subscriptions.
And we're stoked about this.
This new direction should have a very positive impact on how we emphasize awareness programs like the New Creatives as well as upleveling user stories, customer generated content, and inspirational tutorials. In the near future this mix of content would be served up differently depending on whether you're already a member, what products you use, and what you've tried. What I'm showing below is the first step we're taking to move in that direction on adobe.com. This was the first in a series of tests pitting our existing Photoshop overview and features page against a cleaner, more curated set of pages that tell a stronger engagement story.
This is an extremely simplified variation of the overview page. A three-slide carousel in the marquee that features inspirational content, product overview, and a killer feature with a persistent next steps pod below.
This variation has a little more content on the page treated in a similar style to our CC pages. One story at a time, clear hierarchy, no clutter.
New features page that uplevels only the top features with snazzy interactive features demonstrating them.
The control. Here's everything we know about the product. You figure it out. Good luck.
