Website Strategy

Challenge

• The website was initially outdated, resulting in low conversions and a high bounce rate

• The second revision of the website featured inconsistent branding due to reactive, in-house updates and lack of strategy

• The homepage conversion rate slowed down, and the ad hoc addition of widgets without considering the overall structure led to a "Frankenstein" effect

Solution

• First stage of website refresh incorporated the new brand launch, with new guidelines

• The second launch is currently underway, focusing on a more deliberate strategy with clearly defined milestones and measurable phases

• Updated the page layout to align with current design trends, focusing on creating a user-friendly experience to encourage longer average time spent on the site.

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Results

• Initial refresh generated a 3% increase in conversion and reduced bounce rate

• Received favorable responses both internally and externally, with particular praise for the brand alignment.

• Added interactive elements that increased user engagement and improved understanding of the product.

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Projected Results

• Achieve a significant increase in leads that are more aligned with the Ideal Customer Profile (ICP)

• Ensure consistent brand presence across all pages, enhancing overall brand recognition.

• Establish a more effective process for tracking success and implementing ongoing improvements.

Roles:

Head of Demand Generation

Creative Director

Graphic Designer

Content Manager

Content Writer

Data Analyst