Global Trade Report Website Redesign on HubSpot CMS Greatly Increases Conversions & Performance

We prioritized presenting the report’s value in the clearest and most compelling way possible. It was important to our team that the content engaged visitors’ curiosity immediately and clearly presented CTAs as they scrolled down the page.

Our copywriters pored over the 104-page report to find interesting insights about the economy that would appeal to global business professionals. We then crafted headings and website copy in both English and Mandarin for the main website, as well as its supplementary sub-pages and blog posts. 

Design-wise, the team took inspiration from news websites to create interactive, animated infographic sections allowing us to further highlight key statistics from the report.

Providing the best user experience also means adapting the pages to fit the reading direction of the scripts, while also ensuring that selected web fonts have similar styles across languages and would work responsively with the website.

Our designers meticulously selected Simplified Chinese and Arabic fonts to fit the brand, and worked with our developer to create page templates tailored to the direction of the texts.

With the forward-moving and trade-focused messaging of the Future of Trade report in mind, we integrated imagery from the different industries and countries mentioned in the findings.

Our designers handcrafted animated icons and graphics to create more visual diversity and movement on the website. By utilizing LottieFiles, they were able to create beautiful, web-optimized JSON animation files on their own. This vastly minimized additional work for our developer, who was already hard at work developing templates and custom modules for the rest of the site.

To help with their online campaigns, we transformed many of these assets into images and videos for social media posts and PPC ads.

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We moved the entire Future of Trade website to HubSpot, ensuring that the domain was connected properly and that 301 redirects were created, so the impact to their SEO and direct traffic would be minimal once the website was launched.

Since the website required multiple animated elements, we had to be extra careful with page load times and image scaling across multiple devices. Our choice to use LottieFiles helped thanks to its lightweight nature and scalability. We also implemented lazy loading across all pages, and optimized image sizes to work across various screen sizes.

For a closer look at Oxygen's B2B website development services, click here. 

Within DMCC’s HubSpot Marketing Hub, we created campaigns to track performance and applied them to website pages, marketing emails, PPC campaigns, social posts and other relevant assets hosted on HubSpot. We helped them set up their WeChat account and installed the “Parllay - WeChat CRM” HubSpot integration so they could pass Chinese social media activity into their CRM.

With the additional installation of Hotjar heatmaps (which was allowed through China’s firewall), we could see what visitors were clicking on whether they explored the website on desktop or mobile—allowing us to measure the effectiveness of the new content and design in leading visitors to CTAs.