PRODUCT PAGE REDESIGN
The project’s goal was to improve the performance of a B2B SaaS product page. Target outcomes included increased organic search traffic, better UX, increased CTR to primary page CTAs, and increased conversion rate for users visiting this page as part of their research journey.
Results.
+10% increase in user visits to the page vs. previous window
+64% increase in high intent conversions vs. previous window
2.85% of users on old page design converted, 4.64% on new page design convert
Improved Organic Performance
Copy was rewritten to target the primary keyword “mass notification system” while still applying conversion optimization best practices.
Page design launched in October 2023. Organic traffic and keyword improvements to date are shown below.
Highlights.
Improved UX:
A new vertical sticky-sub nav allows users to quickly navigate to the information they need most during their current buying stage while allowing for persistent CTA’s on screen.
Lower-Commitment CTA Options:
A secondary CTA offer for a self-guided virtual tour gives visitors a lower-commitment conversion opportunity. Demo request CTA’s are available during the tour for users who are ready for a higher-commitment action.
Data Insights
Using heatmap data, the new sticky sub-navigation allows quick insights into what information page visitors are most interested in finding while learning about the products. This data will help with future additions and deciding where to spend additional effort.
Budget and Bandwidth Considerations:
This V1 page design was created leveraging many existing website design elements to reduce design bandwidth required, and reserve development agency budget.
