Скачать или смотреть Heap Analytics delivers tailored, data-informed digital experiences | Contentful Customer

Heap delivers business-criticalgame-changing insights to its customers. The company’s Digital Insights Platform features a suite of powerful analytics tools — including data science and session replay -, that customers can mix and match to better understand how users behave on digital platforms and products. Heap’s offerings empower customers to identify winning content and areas for improvement — a game changer as interactions between consumers and companies become increasingly digital first.

When it came to iterating its marketing website amid a rebrand, Heap wanted a platform that would enable the company to drink its own champagne. By utilizing its own tools to track and analyze pull site-visitor data, the company would be able to quickly determine which content and elements to optimize to enhance customer experience on the site.

“Content is everything. It’s what brings people into your company. It's what attracts them. It tells them what you do. It's what engages them. Content tells the people in your buying cycle what they need to know to get to the next stage.” - Ben Lempert, Director of Web and Content at Heap

Heap's legacy content management system was far too rigid, demanding deep technical resources for the slightest change. Heap web developers couldn't keep pace with the speed and scale of the edits marketers began requesting based on the insights generated by Heap’s own analytics. these Heap-powered insights.

“Our previous CMS was very difficult to use. It required a ton of development and stuff broke all the time. It was hard to maintain consistency across the site, much less bring in non-technical users to help with that content management.”

The decision to re-platform was part of a larger movement to propel Heap forward. As a company maturing out of the ”scrappy startup” phase, Heap was looking to implement a sweeping visual rebrand and “democratize” its content strategy, enabling more team members to help them scale its storytelling.

It took just three weeks for Heap to migrate its 600-page marketing site to Contentful — and even less time for Heap creatives and engineers to feel its impact. Marketers can now easily create and publish content — including landing pages, SEO pages, blogs, and, most recently, online quizzes.

Today, Heap can make rapid changes across its website using its own tools to analyze performance and inform changes. In fact, the company rarely makes wide-scale site changes without rolling out A/B testing to just a few users first.

“We get data from Heap, but it’s useless unless you can act on it. Contentful lets us take action and quickly modify the experience we've created to satisfy user needs based on their behavior. This combination is really a supertool for delivering customers the value they’re looking for.”

Rich insights and flexibility in content creation and publishing allow Heap to run experiments to determine which content and structures best resonate with users.

Heap’s migration to Contentful has been transformative. Combined, analytical insight and composable content are enabling storytelling at scale. The end result: An accessible and agile marketing website poised to grow.

Looking forward, Heap will continue iterating and experimenting with its site and content to better align with user needs and expectations. It also plans to build out a knowledge base for customers seeking additional product information, support, and thought leadership.

Learn more about Contentful Composable Content Platform: https://ctfl.io/3ZDtnKH

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