B2B SaaS Website Redesign for Enhanced User Experience
Cora
Overview
The B2B SaaS company sought to modernize their website to better align with their brand and industry standards. The goal was to create a more user-friendly experience that would drive conversions, increase time on site, and improve overall website performance.
Project Focus
Redesign the website's navigation and layout for improved user experience.
Optimize website content for better search engine visibility and user engagement.
Implement a responsive design to ensure a seamless experience across all devices..
Role
UX Researcher, UX/UI Designer: Led the redesign process, conducted user research, created wireframes and prototypes, and collaborated with the development team.
Focused on:
Understanding user needs and pain points
Creating intuitive and user-friendly interfaces
Optimizing website navigation and content
Conducting usability testing and gathering user feedback
August 2023 - August 2024
Results:
300% increase in conversions: Optimized website design and improved user flow led to a significant boost in conversions.
160% increase in time on site: Enhanced user experience and engaging content kept visitors on the site longer.
30% decrease in bounce rate: Improved website navigation and clear calls to action reduced the number of users leaving the site without interacting.
Website (Before)
Website (After)
Research
I conducted a comprehensive user research process to inform the website redesign. This included:
User Interviews: Conducted in-depth interviews with existing and potential customers to understand their needs, pain points, and expectations.
Usability Testing: Observed users as they interacted with the current website to identify usability issues and areas for improvement.
Competitive Analysis: Analyzed competitor websites to identify best practices and potential opportunities for differentiation.
Key insights gathered from the research:
Navigation: Users found the existing navigation structure confusing and difficult to use.
Content: The website's content was not well-organized or engaging.
Visual Design: The overall aesthetic was outdated and did not align with the company's brand.
Based on these findings, I developed a redesign strategy that focused on improving website navigation, optimizing content, and modernizing the visual design. The redesigned website incorporated a more intuitive navigation structure, clear calls to action, and visually appealing elements.
Problem Statement:
The current website design and user experience are hindering the website's ability to effectively convert visitors into customers. Despite receiving a significant amount of traffic, the website is experiencing low conversion rates, high bounce rates, and a lack of customer inquiries for product demos. These issues are directly impacting the business's revenue and growth potential.
Key Challenges:
Poor User Navigation: Visitors are unable to easily find the information or products they are looking for, leading to frustration and increased bounce rates.
Ineffective Product Discovery: The website's product pages are not optimized to showcase the value and benefits of the products, resulting in low engagement and conversions.
Complex Purchase Process: The checkout process is cumbersome and time-consuming, discouraging potential customers from completing their purchases.
Lack of Clear Calls to Action (CTAs): The website does not provide clear guidance on what users should do next, leading to confusion and missed opportunities.
Project Objectives:
To address these challenges and improve the website's overall performance, the project aims to:
Enhance User Experience: Redesign the website to provide a more intuitive and user-friendly navigation experience.
Optimize Product Pages: Create engaging and informative product pages that effectively highlight the value and benefits of the products.
Increase Conversion Rates: Improve the website's conversion rate by addressing the identified issues and providing a more effective user journey.
Generate More Leads: Drive increased interest and inquiries for product demos through improved website design and user experience.
Boost Revenue: Ultimately, improve the business's bottom line by increasing website conversions and generating more sales.
Design
The main areas I focused on during my design process was:
Navigation menu
Homepage
Product pages
Demo pages
Goal: Make it as easy as possible for users to discover the product and request a demo.
Website: www.corasystems.com
Lo-Fi Wireframes
Homepage Wireframe - Conversion Strategy: Strategically designed the homepage to prominently feature the company's PPM/SPM solutions and integrate rich testimonials linking to detailed client stories. This approach leverages customer-provided statistics to enhance conversions by encouraging visitors to request a demo.
Solution Pages: designed solution pages to highlight the capabilities of the program management software, showcasing its effectiveness in achieving outstanding results for customers.
Navigation Menu - Content Strategy: Developed a strategic navigation menu to highlight the most content-rich pages, enhancing user engagement and accessibility for our B2B SaaS audience.
Product Module Pages: designed product module pages to highlight the diverse capabilities of the product, demonstrating the tangible benefits and value customers can achieve.
Conclusion
Despite the demanding timeline and fast-paced work environment, I successfully implemented a series of short sprints to prioritize and deliver incremental UX improvements. This Agile approach allowed us to adapt to changing needs and deliver value quickly. Over the past year, our efforts have resulted in substantial achievements, including:
A significant increase in inbound traffic by 50%, from 4,000 sessions to 6,000.
A decrease in bounce rate from 60% to 32%.
An increase in average time on page from 1 minute 10 seconds to 2 minutes 40 seconds.
An increase in conversions from 5 demo requests to 15 per month.
These improvements have led to a surge in demo requests, the acquisition of new business deals, and a seamless, frictionless user experience across all devices.