Background
Contentsquare, a SaaS digital experience analytics tool, had just undergone a company-wide rebrand.
The goal was to take this opportunity to redesign and optimize the site for the expected increase in traffic, as well improve the quality of leads by making the site informative and approachable. Since Contentsquare is an enterprise-focused company, it’s imperative that leads are as qualified as possible before reaching the marketing and sales cycle.
Context
With 40 pages to redesign, this was one of the largest internal undertakings for the team.
My role.
Conduct quantitative analysis. Drive the design and UX for the entire project, working closely with Brand, Content, and Development.
Our tools.
Figma (design)
Contentsquare (quantitative analysis)
Monday (project management)
The outcome.
Reduced bounce rate by 22% YoY
Increased inbound CVR by 12% YoY
Increased inbound leads by 140% YoY
Increased pipeline by 120% YoY
The opportunity
Establish the site as an informative and contextual touchpoint to bridge gaps between conversion of new and returning users.
What we knew already
The site’s most visited areas were those that provided direct information about the product and its capabilities.
Any content that provided visual context gained interaction and attention, such as the demo video.
Navigation touchpoints (secondary navigation bars, anchors, etc.) were heavily relied upon, especially on pages that were lengthy.
Design solutions
After conducting quantitative data, I created UX mid-fidelity frames exploring designs based on content needs, development constraints, and brand considerations. They were then passed to a brand designer to add branded elements. UX, Brand, Content, and Development team members addressed any last iterations to create the final result.
Here are a couple examples of the UX and final results. To view the redesigned site, please visit contentsquare.com.
Product (Customer Journey Analytics)
UX Exploration Mid-Fidelity
Product Capability(Customer Journey Analytics)
Final (Visit the webpage here.)
Product (CS Find and Fix)
UX Exploration Mid-Fidelity
Product (CS Find and Fix)
Final (Visit the webpage here.)
