Customer feedback adds up to web site redesign for CPA2Biz

CPA2Biz has rolled out a new web site built on customer requests and by technology partners, all with an eye on making the site more functional for accounting and finance professionals.

Mark Brohan

CPA2Biz Inc.’s retooled web site is designed to provide users with new capabilities, including a prominent left-navigation area enabling certified public accountants to browse by topic, job area and product type.

CPA2Biz, No. 326 in the Internet Retailer Top 500 Guide, is the marketing and technology subsidiary of the American Institute of Certified Public Accountants, and provides marketing and technology services to the AICPA for its products and services, such as continuing education, conferences and professional literature.

The site redesign aimed for a more user-friendly site for accounting and finance professionals. Customer feedback, industry best practices and extensive usability testing were the key drivers of the new site strategy, the company says.

Site designers paid close attention to feedback from CPAs at smaller firms whose businesses are especially effected when they can’t find the content and resources they seek quickly and efficiently, says Melissa Rothchild, vice president, marketing services.

“There’s been over 100 hours of usability testing during the past 18 months. Our user base overwhelmingly values the ability to make informed purchasing decisions quickly,” Rothchild says. Users now will be presented with point-of-purchase features that help them do that, she says, such as a look-inside-the-book feature allowing them to view tables of contents and key page excerpts, video clips to preview CPA courses, and search results that include detailed comparison charts.

CPA2Biz’s technology team built the new site using software, including Escalate Retail for the e-commerce platform, Endeca Technologies Inc. for power search and dynamic navigation, Coremetrics for analytics, and Scene7 Inc. for online catalogs.

“Our implementation further highlights how effectively these technologies can be interfaced and meshed into a cohesive solution,” says chief operating officer Patrick Bonnaure. “This will not only benefit our end-users, but will also offer extensive control and flexibility to CPA2Biz’s internal business owners who will manage the content and the services on this platform going forward,” he adds.


Communication, Education, Endeca Technologies Inc., Scene7, Technology