Few of us get to have as much influence over a more public website than Annalisa Church, VP Digital Technology, Insights & Operations for Akamai. She has built a career on converging marketing and technology to drive better experiences for customers and build long-term value for enterprises. She is devoted to transforming marketing into a data-driven organization through actionable insights and ensuring the voice of the customer. Prior to Akamai, she worked for eight years in Dell’s marketing department.
Annalisa recently led a massive overhaul of the Akamai website, which is available in nine different languages, with more than 1,200 pages in English covering 18 different products. The site has tremendous customer engagement, with one million monthly visitors, and almost two-thirds of them become customers after visiting the site.
The diagram below shows some of the changes that Church implemented during her redesign to make it more effective and more relevant to visitors. These efforts have paid off in terms of more engagement, more conversions from visitors to customers, and wider impact.