Enhancing CRO by reducing design deficiencies
Improving lead generation on a B2B SaaS website
Role
UX Lead
Role
UX Lead
Role
UX Lead
Industry
AI
Industry
AI
Industry
AI
Project Overview
A B2B SaaS AI company was undergoing a company-wide visual identity and branding evolution. In parallel, they planned a CMS migration which presented an opportunity to review and update the website.
Based on the current website data, they wanted to enhance the site performance by increasing conversions which are currently lower than the B2B SaaS standards and set their new targets accordingly.
The challenge was to improve on the existing website issues in order to meet these targets. Existing audience research was available to provide context and informed design improvement suggestions.
1. Research
Initiated the project with market research, reviewing competitor sites in this space. I reviewed the existing data from Matomo Analytics and user funnel for form submissions to find gaps or pain points in the journey.
Insights found:
The current user journey was confusing as it contained multiple primary CTAs which drove the user away from the lead generation form. This validated the recommendation around reviewing the content hierarchy and simplifying the user journey.
User funnels from site analytics showed users who convert take at least 6 interactions before they commit to filling out a form.
Although it wasn’t possible to segment the audiences, it was a good indicator of the kind of information the leads were looking for. This indicated that content was not easy to find and could be better organised.
2. Conducted Heuristic Evaluation
By performing a heuristic evaluation of the site, immediate key areas were identified that required improvement. The team could review and prioritise which to focus on first.
Insights from Heuristic Evaluation & Site Performance analysis
Users who completed the form do so with an average of 6 interactions on the site. Overall, users required more information and understanding of what the main product was before committing to filling out the form.
The landing page had content that was not popular for users taking up important real estate. Better hierarchy of content would support the goals of each of the targeted user groups.
Design was unnecessarily complex: Having too many variations of components created more visual information a user had to become familiar with adding to their cognitive load. Having guidelines or a design system prevents the creation of unnecessary many variations and helps simplify and streamline the design to ensure consistency.
The evaluation aimed to address the overwhelming amount of content and information available to users, design consistency and clarity, visual hierarchy and the organisation of content.
This currently created a journey where users are jumping back and forth, having to adjust to different component styles which was a lot of visual information the user needed to register as they navigated across the site.
These key insights validated suggestions from the heuristic evaluation. These ideas fed into the wireframe suggestions in the next phase.
User journey improvements
A document was produced to outline recommended areas for improvements on the existing user journey. Clearer signposting was needed to avoid users jumping back and forth to find the content they were looking for. The insights and recommendations from the evaluation and site review were applied to initial wireframes.
Project Overview
A B2B SaaS AI company was undergoing a company-wide visual identity and branding evolution. In parallel, they planned a CMS migration which presented an opportunity to review and update the website.
Based on the current website data, they wanted to enhance the site performance by increasing conversions which are currently lower than the B2B SaaS standards and set their new targets accordingly.
The challenge was to improve on the existing website issues in order to meet these targets. Existing audience research was available to provide context and informed design improvement suggestions.
1. Research
Initiated the project with market research, reviewing competitor sites in this space. I reviewed the existing data from Matomo Analytics and user funnel for form submissions to find gaps or pain points in the journey.
Insights found:
The current user journey was confusing as it contained multiple primary CTAs which drove the user away from the lead generation form. This validated the recommendation around reviewing the content hierarchy and simplifying the user journey.
User funnels from site analytics showed users who convert take at least 6 interactions before they commit to filling out a form.
Although it wasn’t possible to segment the audiences, it was a good indicator of the kind of information the leads were looking for. This indicated that content was not easy to find and could be better organised.
2. Conducted Heuristic Evaluation
By performing a heuristic evaluation of the site, immediate key areas were identified that required improvement. The team could review and prioritise which to focus on first.
Insights from Heuristic Evaluation & Site Performance analysis
Users who completed the form do so with an average of 6 interactions on the site. Overall, users required more information and understanding of what the main product was before committing to filling out the form.
The landing page had content that was not popular for users taking up important real estate. Better hierarchy of content would support the goals of each of the targeted user groups.
Design was unnecessarily complex: Having too many variations of components created more visual information a user had to become familiar with adding to their cognitive load. Having guidelines or a design system prevents the creation of unnecessary many variations and helps simplify and streamline the design to ensure consistency.
The evaluation aimed to address the overwhelming amount of content and information available to users, design consistency and clarity, visual hierarchy and the organisation of content.
This currently created a journey where users are jumping back and forth, having to adjust to different component styles which was a lot of visual information the user needed to register as they navigated across the site.
These key insights validated suggestions from the heuristic evaluation. These ideas fed into the wireframe suggestions in the next phase.
User journey improvements
A document was produced to outline recommended areas for improvements on the existing user journey. Clearer signposting was needed to avoid users jumping back and forth to find the content they were looking for. The insights and recommendations from the evaluation and site review were applied to initial wireframes.
Improved wireframes and updated site mockups
I worked with a UI designer (who designed the high-fidelity mockup) and Content Strategist to define the content structure to establish an appropriate hierarchy and improve content findability. I produced a low-fi wireframe to define the required layouts, which we iterated and evolved within the proposed designs.
The wireframe achieved the following:
Clearer content with a focus on product benefits
Simplify the sections with clear primary and secondary CTAs
Establish a visual hierarchy
Declutter unnecessary design elements
Presentation and handover
Insights and recommendations were prepared in a report and presented to key stakeholders in the organisation including the technical lead.
Once approved, the mockups were shared with the development team for implementation.
Learnings & Next steps
Simplifying the website design and being consistent with the new visual identity reduces the amount of cognitive load on the user. As well, highlighting the main CTA on the homepage and various relevant pages was a quick fix when we asked internally what the main action the site wanted you to take. Most respondents answered this easily.
It was challenging not to have access to users and to rely on performance data, however..
The evolution of the brand and design of the website has shown an uplift in conversion along with marketing activity but this needs to be looked at across a longer period. It’s also important to validate our hypotheses and assess performance to remain agile and evolve as the user needs evolve.
In addition, continual user feedback will provide the data to inform future design changes.
Learnings & Next steps
Simplifying the website design and being consistent with the new visual identity reduces the amount of cognitive load on the user. As well, highlighting the main CTA on the homepage and various relevant pages was a quick fix when we asked internally what the main action the site wanted you to take. Most respondents answered this easily.
It was challenging not to have access to users and to rely on performance data, however..
The evolution of the brand and design of the website has shown an uplift in conversion along with marketing activity but this needs to be looked at across a longer period. It’s also important to validate our hypotheses and assess performance to remain agile and evolve as the user needs evolve.
In addition, continual user feedback will provide the data to inform future design changes.
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Let's connect
Looking to collaborate, have a question or just want to cat, I mean chat? Collaborate with us. My trusty sidekicks are available to lend their expert paws.
My Work
Katherine Le 2024
Let's connect
Looking to collaborate, have a question or just want to cat, I mean chat? Collaborate with us. My trusty sidekicks are available to lend their expert paws.
My Work
Katherine Le 2024
Let's connect
Looking to collaborate, have a question or just want to cat, I mean chat? Collaborate with us. My trusty sidekicks are available to lend their expert paws.
My Work
Katherine Le 2024