Homework: Assignment submission as a candidate for the role of Digital Marketing Manager at SmallPDF

1. ALEJANDRO TORRES
HOMEWORK DIGITAL MARKETING MANAGER -
GROWTH III
Candidate: Alejandro Torres
For Smallpdf
Email: contact@alejandrotorr.es
Mobile: +34 664 435 604

2. SUMMARY
Imagine you're a user,
and your first
experience lands you on
this page
Please prepare a short presentation covering:
How Grammarly is acquiring users to this page;
● analyze the page’s traffic
perform a complete teardown of this page, examining their:
● on-page optimization,
● customer journey,
● sign-up flow,
● and onboarding experience.
Suggest improvements:
● you would make for this page
● and the immediate onboarding journey;
○ please also explain the logic behind each proposal (UX principles, psychology, etc.)
■ and outline relevant KPIs that you would use to access the success of your
improvements
Grammarly
https://www.grammarly.com/plagi
arism-checker

3. WEBSITE TRAFFIC
How is Grammarly
attracting users to this
page
One could make an educated guess, and assume that
Grammarly is driving traffic to their Plagiarism Checker
through SEO, social media, online ads; but you know
what they say when you assume…

4. Traffic Research General Overview

5. Traffic Research Paid Media

6. Traffic Research Organic Traffic - SEO

7. Traffic Research Facebook Ads

8. PLAGIARISM CHECK
Online
Advertising
Referral Traffic
Organic Traffic
How is Grammarly
attracting users to this
page
Traffic Sources:
● (#1) Organic Traffic: “plagiarism checker” is #2
keyword
● Online Advertising: through Facebook Ads and Google
Adwords
● Referral Traffic: sites linking in to the landing either by
collaboration and link building strategy
WEBSITE TRAFFIC

9. TEAR DOWN
WOW WEBSITE
On-Page Optimization
The landing page metadata is optimized for “Plagiarism
Checker”
The keyword “plagiarism checker” appears 17 times
on the landing page content and is used heavily on the
meta-data.

10. Traffic Research Content and MetaData: On-Site Optimization

11. CUSTOMER JOURNEY
“What the f…”
Alejandro Torres
Pardon my french, but this is exactly what I said after
going through their customer journey and on-boarding
experience. There are many factors that that made me
cringe. Which I’ll highlight on the improvement section of
this assignment.

12. SIGN UP FLOW
Misleading, and full of lies
Visitors to this landing page are constantly fooled and
derailed from checking for plagiarism. After submitting
their text for review, they are asked to sign up and correct
their errors either using Social Login or submitting a
simple sign-up form.
-After selecting either one, a new tab opens where visitors
are encouraged to download Grammarly for Chrome, to
continue to the report, visitors must switch back to the tab
on their browser..

13. ON BOARDING EXPERIENCE
Round and round we go
After registering and going through the free version,
users are given the option to play or skip a live tour. The
tour ends opening a template text for users to try the
grammar tool. However, when you visit the dashboard
there’s no clear way to know how to access the plagiarism
tool.
After selecting the payment plan users are given the
option to play or skip a live tour. The tour ends opening a
template text for users to try the grammar tool. When you
reach the dashboard you can upload your writing or open
a new doc to paste it. There’s a button available to check
for plagiarism, but it’s easily missed. If you click here,
now they will finally be able to review their writijg.

14. ON BOARDING
EXPERIENCE
Google: PageSpeed Insightds

15. ON BOARDING
EXPERIENCE
Google: Mobile friendly test

16. IMPROVEMENTS
Write for both Readers and Google
Highlight Call-to-Action
Write for the web - not a monologue
Gimme a Sign: CTAs should point to the
next step
On my first try on this landing page, I clicked
on “scan for plagiarism,” when I wanted to
actually upload a document. Why? Because
CTA should immediately take you to the next
step you want your visitors to take, so without
reading the button’s copy I clicked here. At first
I thought the tool was broken, then I noticed
that a secondary CTA exists as a link.Try
switching the format for both.
Paragraphs are big chunks of text that put off
visitors from reading it. They should be more
concise. Sentence structures can be varied with:
lists, bullet points, bold text, margins, (without
going overboard)
There’s a lot of written content on the landing
page, but this content seems it’s only there for
on-page optimization and not a human to read
it. If someone is trying to learn more about this
tool, they will find it difficult. Content should be
written in an easy-to-read, conversational style
If a button says: Scan for plagiarism, then it
should check for plagiarism. If it says: go to
cart it should then take you to a cart.

17. IMPROVEMENTS
Talk to your audience
Simplify Steps
No more lies, be honest
Keyword Stuffing? Only on Thanksgiving
There are too many steps, some of them even
repetitive, to be able to check for plagiarism.
Having started in this landing page by
uploading a document, a lot of steps later
visitors have to do it -yet again.
There’s nowhere on the page were it is said that
visitors must pay to be able to use the Plagiarism
Checker. They are even outright encouraged to
register so they could use it, not once they
mention a premium account.
Who is this landing page intended for? Since it
mentions academia, one can infer most of its
traffic comes from college students. So why
isn’t any of the content geared towards them?
And how it benefits them? And scenarios
where it could be used. Also fix the tone, it is
too serious.
The landing page suffers from keyword stuffing
. The keyword “plagiarism check” is repeated
17 times in very forceful and unnatural ways.

18. IMPROVEMENTS
Upload Document - from mobile
Colors of the world: Spice up your life
Mix up the images a bit
Teachers / Students / Researches: tabs for
different audiences
Everything combines and blends pretty well,
switch up, especially with the CTA’s using an
opposite color. In this case would be a redish
one (#ee597c)
The images used on this page are all graphics
related to writing, not bad. However, I’d like to
test images their audience can see themselves
reflected.
There are two options to upload content on the
Plagiarism Checker: uploading a file or
copy/pasting text. However, uploading a file is
not possible on mobile.
That way you can create message that resonates
in tone and content for each audience.

19. RELEVANT KPIs
Page Speed
Page Rank Document Uploads
Conversions (Sales)
Bounce Rate
Time on Site
Leads
Clicks on buttons

20. ALEJANDRO
TORRES
TAKE A LOOK
PORTFOLIO
/ CASE STUDIES
FROM PREVIOUS
PROJECTS
Candidate: Alejandro Torres
For Smallpdf
Email: contact@alejandrotorr.es
Mobile: +34 664 435 604
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