IBM
Digital Strategy · UX · Web Design · Product Messaging
1% → 3%
conversion rate
60%+
engagement rate
<30%
bounce rate
5+
GA releases
Making enterprise AI make sense
Five AI products, a technical audience, and conversion that tripled.
Enterprise AI pages read like spec sheets. Buyers hit a wall of jargon, don't see what the product does for them, and leave.
The Problem
The Idea
Write for the person, not the spec sheet. Open with the problem the buyer came in with, and save the technical detail for people who scroll for it.
Led content and web strategy on IBM.com for 5+ AI and integration product portfolios, from launch through GA.
Audited product pages for scannability, story, and call to action, then wrote the copy, layout, and SEO fixes with design and SEO.
Ran A/B tests and built personalized experiences, then tracked the results in Google Analytics 4 and Adobe Analytics.
What I did
Complicated products don't need complicated pages. The clearer the story, the longer people stay.
Takeaway
