In 2011, Business.com was in desperate need of a new business model, brand, and website that could live up to the domain’s full potential.  

(Rob was VP Product & Content at Business.com from 2011 to 2014 - see Rob Canning Bio.)

 

New Business Model, Website, and Branding

In 2011, Business.com’s existing business model was no longer viable.  Rob developed a product strategy and roadmap designed to transform Business.com into a business oriented digital media site.  Rob also led the effort to rebrand Business.com to reflect this new model.  The result was a modern digital media site focused on list building, CRM, big data, and lead forms that improved customer engagement as well as monetization.  Shortly after the relaunch, Inc. Magazine listed Business.com as #1 on its list of "Top 50 Sites Your Startup Needs to Succeed".

Business.com Site Comps

 

Optimize Conversion Funnel and Lead Forms

Business.com generated the bulk of its revenue from lead forms for B2B products and services.  Even a small improvement on conversion rate would result in a meaningful increase in profit margins. Rob led a cross-functional team that implemented a rigorous, ongoing process of Competitive Analysis, User testing, and AB testing.  The results were a completely redesigned lead form that more than doubled lead form conversion and lead revenue:

Business.com Redesigned & Optimized Lead Form

 

automated Email Campaigns with personalized offers

Business.com had millions of customer emails but the list wasn’t being monetized.  Rob developed a strategy not only to continue growing the list, but to segment the list and monetize it as well.  Rob spearheaded the creation of a custom landing page tool integrated with Business.com's CRM database and led the creation of content that could be used to entice signups.  Rob also led a large effort involving data cleanup and campaign template and logic creation resulted in a highly segmentable list and automated campaigns for new customers, newsletters with sponsorship opportunities, and the ability to conduct lucrative direct email marketing campaigns.  Post-launch, Rob led efforts to continually AB test email timing, messaging, creative, etc. to further increase revenue.  The results were a 5x increase in email revenue in under 6 months.

Business.com Emails and Signup Forms

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