RINGCENTRAL UK WEBSITE LOCALIZATION CAMPAIGN

RINGCENTRAL UK WEBSITE LOCALIZATION CAMPAIGN
RINGCENTRAL UK WEBSITE LOCALIZATION CAMPAIGN

CREATIVE DIRECTION, COPYWRITING, AND CONTENT STRATEGY

After launching RingCentral in the United Kingdom we discovered the website needed to be more poignantly benefit driven, the technical
aspects of the products needed to be more readily understandable, and we had the opportunity to explore a conversational voice and new
creative direction.

I wrote a lot of the copy for the original pages and supervised and assisted a team member who was working on the design/copy for the new
page versions in the UK office. I also collaborated with the Senior Art Director on-site with me in California for this project.

We created alternate versions of the Product Overview, How it works, and Why RingCentral pages and conducted an A/B test between
January 15 – March 2, 2015.

THE NEW B VERSIONS YIELDED A 24.8% INCREASED CONVERSION RATE.
A: HOW IT WORKS

B: HOW IT WORKS

A: OVERVIEW

B: OVERVIEW

A: WHY RINGCENTRAL

B: WHY RINGCENTRAL

TOTAL NUMBER OF ORDERS:

A version=107    B version=123

TOTAL NUMBER OF LINES:

A version=7    B version=38

THE EMEA WEBSITE

As part of our expansion into the EMEA I updated the How it works, Overview, and Why RingCentral pages, and integrated them into the new versions of the website. In January 2017 I went to London and worked on the content strategy and did all the writing for the versions of the RingCentral website in France, Ireland and Netherlands.