The web – an important channel with distinct target audiences
The pandemic highlighted IAR Systems’ need for a new website. The many global fairs and gatherings that had previously been important channels disappeared, and the web became the main sales channel. At the same time, IAR Systems’ products are complex, and the need for support and assistance for existing users is significant.
IAR’s primary target audience is developers who share IAR’s passion for good code, a group that should be attracted to IAR both as an employer and as customers, since they are the ones who use the products daily. Another important target audience to engage with on the web was investors, for whom maintaining high trust was a priority. Two quite different target audiences, with distinct motivations and needs, needed to feel welcome on the same website.
A simpler path to purchase
In the development of the website, we could see that the paths to purchase were strongly linked to search, with two user behaviours standing out. The user either knows exactly what they want and searches for it, or they don’t know what they want but know the feature they need.
The solution was two different search options: one was free-text search, and the other allowed users to navigate through clear categories and choices. The search function also included filtering options to better structure the search results based on needs.
A dynamic design on the audience's terms
The solution was a more dynamic website that could change its appearance depending on the visitor. We created the “developers mode” feature, which allowed the website’s look to shift from a more sophisticated design to one that better attracts the developer audience.
With a design tailored to each target audience and a new way to discover how IAR Systems’ technology can meet the audience’s various needs, we created a digital home for those who are helping to digitalise the world.
