The Challenge

The marketing website was the primary entry point into the sign-up flow for B2B SaaS products. However, a significant percentage of potential customers were dropping off before completing sign-up – 74%, to be exact.

Product managers flagged this as a long-standing issue, but it hadn’t been formally addressed. Due to technical constraints and time pressure, we needed to find a solution that could be implemented directly on the marketing site – without major backend changes.

Understanding the Problem

I began by mapping the entire customer journey – from discovery to sign-up – together with product managers, the customer success team, and support. The journey map uncovered major friction points including decision paralysis, unclear instructions, and dead ends in the flow.

Designing the Solution

With the friction points identified, I proposed and implemented several focused improvements:

• A how-to guide was added directly to the marketing site to clearly outline the steps needed for a successful sign-up.
• I ran quick in-house usability testing sessions to validate the design changes before launch.
• To reduce internal misalignment, I created a dynamic Google Analytics dashboard with relevant user flow and drop-off data accessible to stakeholders around the world.

These efforts were designed not just to improve the user experience, but to create ongoing transparency and accountability around performance.

Outcomes

• Drop-off rate improved from 74% to 40% within 3 months
• The new customer journey map helped teams across the org align around the user flow
• The dashboard is still in use and continues to support internal decision-making

Deliverables

• Customer journey map 
• UI updates for the marketing site
• Google Analytics setup and dashboard
• Design iterations and usability testing insights