{"id":265,"date":"2017-03-28T19:07:19","date_gmt":"2017-03-28T19:07:19","guid":{"rendered":"https:\/\/notio.wpthemestudios.com\/?post_type=portfolio&p=265"},"modified":"2025-03-28T00:05:55","modified_gmt":"2025-03-28T00:05:55","slug":"twin-folks","status":"publish","type":"portfolio","link":"https:\/\/helenkuusk.com\/?portfolio=twin-folks","title":{"rendered":"Optimizing the Marketing Website for Conversion"},"content":{"rendered":"
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Optimizing the Marketing Website for Conversion<\/h2>\n[\/vc_column_text][vc_empty_space height=”50px”]\t\t\t
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Company<\/h6>\r\n\t\t\t\t\t\t\t\t\t\t\t\tSchneider Electric\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t
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Year<\/h6>\r\n\t\t\t\t\t\t\t\t\t\t\t\t2018\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t[vc_empty_space height=”50px”][vc_column_text css=””]\n
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The Challenge<\/h4>\n

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%<\/strong>, to be exact.<\/p>\n

Product managers flagged this as a long-standing issue, but it hadn\u2019t 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.<\/p>\n

Understanding the Problem<\/h4>\n

I began by mapping the entire customer journey – <\/strong>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<\/strong>, unclear instructions<\/strong>, and dead ends<\/strong> in the flow.<\/p>\n

Designing the Solution<\/h4>\n

With the friction points identified, I proposed and implemented several focused improvements:<\/p>\n

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

    These efforts were designed not just to improve the user experience, but to create ongoing transparency and accountability around performance.<\/p>\n

    <\/h4>\n

    Outcomes<\/h4>\n
      \n
    • Drop-off rate improved from 74% to 40%<\/strong> within 3 months<\/li>\n
    • The new customer journey map helped teams across the org align around the user flow<\/li>\n
    • The dashboard is still in use<\/strong> and continues to support internal decision-making<\/li>\n<\/ul>\n

      <\/h3>\n

      Deliverables<\/h4>\n
        \n
      • Customer journey map\u00a0<\/strong><\/li>\n
      • UI updates for the marketing site<\/li>\n
      • Google Analytics<\/strong> setup and dashboard<\/li>\n
      • Design iterations<\/strong> and usability testing<\/strong> insights<\/li>\n<\/ul>\n<\/div>\n<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=”64px”][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

        [vc_row css=”.vc_custom_1490788621627{margin-top: 80px !important;}”][vc_column width=”2\/3″][vc_empty_space height=”2px”][vc_empty_space height=”2px”][\/vc_column][vc_column fixed=”thb-fixed” width=”1\/3″ css=”.vc_custom_1490809100043{padding-left: 30px !important;}”][vc_empty_space height=”50px”][vc_column_text css=””] Optimizing the Marketing Website for Conversion [\/vc_column_text][vc_empty_space height=”50px”][vc_empty_space height=”50px”][vc_column_text css=””] 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…<\/p>\n","protected":false},"featured_media":599,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-265","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","project-category-b2b-saas","project-category-ui-design","project-category-user-research","project-category-ux-strategy","project-category-web"],"_links":{"self":[{"href":"https:\/\/helenkuusk.com\/index.php?rest_route=\/wp\/v2\/portfolio\/265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/helenkuusk.com\/index.php?rest_route=\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/helenkuusk.com\/index.php?rest_route=\/wp\/v2\/types\/portfolio"}],"replies":[{"embeddable":true,"href":"https:\/\/helenkuusk.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=265"}],"version-history":[{"count":9,"href":"https:\/\/helenkuusk.com\/index.php?rest_route=\/wp\/v2\/portfolio\/265\/revisions"}],"predecessor-version":[{"id":1765,"href":"https:\/\/helenkuusk.com\/index.php?rest_route=\/wp\/v2\/portfolio\/265\/revisions\/1765"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/helenkuusk.com\/index.php?rest_route=\/wp\/v2\/media\/599"}],"wp:attachment":[{"href":"https:\/\/helenkuusk.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=265"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/helenkuusk.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}