Adthena is a competitive intelligence tool for search marketing, giving its users unrivalled competitor clarity in an often overwhelming paid search marketplace.
Knowing that their users – whether those be paid search specialists or strategic decision makers – were likely to be digital savvy, meant that having a website that is modern, responsive and easy to use became vital to the ongoing growth of the business.
Expanding a complex offering into a competitive marketplace
Adthena’s competitive intelligence tool is a complex offering and one that was looking to expand rapidly into a market already dominated by several well-known brands. While Adthena’s tool offers insights their competitors can’t, carving out a space within that marketplace was a key objective.
Adthena’s tool was growing – and continues to develop and change to this day – but their previous website had fallen behind the tools evolving capabilities. As such, differentiating the offering was difficult because the website wasn’t accurately representing the tool. Furthermore, due to an out-of-date CMS, making changes was time consuming and frustrating.
Finally, the previous site wasn’t responsive. Considering the growing share of mobile traffic and the digital savvy nature of the audience, this rapidly became a priority within the project.