Spanning 39 countries, and having served over 50% of the Fortune 100 Companies, Aperian offers a suite of training tools to companies looking to build cross-culture teams and operations. From DEI to culture guides, Aperian specializes in cultivating inclusion.
Having operated for over 30 years as a software + service business, Aperian Global (parent to GlobeSmart) had an unparalleled offering developed for the world’s top companies. But when your product is designed for $100B+ businesses, how do you offer that experience to the millions of SMEs who are now branching into world markets?
For Aperian Global, this meant a shift from selling products and services separately to an integrated all-in-one learning platform and a whole new approach to their brand.
What if your market was 100x what it is now? How would you change your product to meet that increase in demand?
A Product That
Isn’t that the dream? Creating a product so compelling that users need only try it? It is possible, and it starts with your brand.
Combining Aperial Global and GlobeSmart, the Aperian brand was crafted to do just that. In order to scale, Aperian needed users to discover, evaluate, and adopt the new platform without an intensive sales process. This was accomplished through a series of seemingly small changes to how the website explained the product – a platform rather than a service, emotional impact instead of specs, selling the advantage rather than the recipe.
Stop thinking of your product as a list of ingredients. Michelin isn’t telling you about rubber, and Nike commercials aren’t about shoes. Once you unlock the critical truths behind your brand, customers will (finally) begin to notice.
The real test always comes when you send your brand out into the wild. Our work on Aperian’s new website was the first public expression of the new brand and the first test of its impact on engagement, sales, and adoption.
The website was designed to alter the sales cycle – guiding the Procurement Managers of SMEs into a software trial instead of a sales conversation. We helped the Aperian team plan this new website structure, and deploy their brand into a stunning, strategic asset for the business.
Is your website helping you scale, or reinforcing your bottlenecks?
So far (1.5 months after launch) we only have preliminary performance metrics. Month One saw 5x the pre-launch traffic to the website (without any new paid promotions); a 6.8% conversion rate (with expectations this will continue to rise); and a sizable hike in the engagement rate on the website (higher than the best-performing months of both previous websites).
Over the next year we’ll be excited to see where these stats level out, and the additional growth we can achieve as new marketing campaigns scale up.
“We’re already seeing the results of True Market’s hard work pay off. In terms of quality, the team’s designs have blown everyone here at Aperian away. We had quite a few stakeholders who were invested in this project, and I was impressed that everyone unanimously loved their designs — they gave us a truly beautiful website. Even more impressive – a lot of thought went into how the WordPress backend is set up. The blocks are really flexible and much easier to use than any of our previous websites.
This is the first time we’ve launched a website ahead of time and on budget. I think that’s pretty rare when it comes to web design/development.”