Optimising the online buying experience for accounting software
MYOB is one of Australia’s largest software companies. They’ve been around since 1991, providing accounting and payroll software for businesses and sole traders. I worked with web designers, researchers, engineers, and data analysts to modernise the software purchase experience and reposition MYOB to a new generation of digital-first freelancers, side-hustlers, and modern business owners.
A compilation of marketing images. Credit: Mac Archibald for MYOB
Top skills
Conversion content strategy and design
Led content design across the core marketing-to-product funnels, including writing high-converting, jargon-free messaging designed to move users from consideration to purchase.
Data-informed user testing
Designed and executed A/B copy tests and qualitative usability studies alongside data analysts to continuously improve key landing pages, pricing tables, and checkout flows.
Product repositioning
Translated MYOB’s heritage into a modern, accessible tone of voice tailored for tech-savvy, fast-paced sole traders and startup founders.
Content operations and language systems
Worked with the wider copy team, as well as marketing, legal and compliance teams to create a business-wide language system to help create consistent messaging through the website and product.