McKesson has hundreds of products spanning a variety of audiences and care settings. With different business units constantly vying for space on the home page, I wanted to create a program that judiciously balanced business goals with user needs and displayed the most relevant content across a variety of visitor segments.
I designed and implemented a complex personalization and optimization program that used various visitor identification methods, including login cookie detection, Demandbase’s company identification service, and Adobe Target’s behavioral targeting functionality. Through continued optimization, the program more than doubled McKesson’s primary KPI’s including logins, revenue, and lead generation.
Aligning on Business Goals
Next, I conducted a study with company stakeholders to determine the top business goals for the website. The study was adapted from The Stranger’s Long Neck methodology by Gerry McGovern.
The top goals of the website, from business stakeholder’s perspectives, were to:
- Enable users to find information about a McKesson B2B product
- Enable users to place orders through a buying portal
- Enable users to contact sales or customer support