SaaS B2C Website Optimisation
The design and build of a product-focused website to create a key marketing function for its users, optimised for every device
Website solution
SaaS Website optimisation for scaleable growth and branding alignment
Grabyo
Lead Digital Designer
About the Project
The creation of a new website to be used as a marketing growth engine to feed the middle funnel with high value leads.
The emphasis was projected on guiding the business through a transition stage of growth pushing the marketing messaging from a benefits-driven website to a product-focused site whilst integrating CRM systems with self-serve capabilities.
+2min
Average time on site
$1.5mil
Value add 6 months post launch
42%
Global bounce rate
Reduce Bounce Rate
he bounce rate to boost the site’s value, ensuring users could easily find what they were looking for and engage more deeply with the content.
Feature first
Transform the site from a benefits-driven approach to a feature-focused layout, highlighting product capabilities and delivering a more direct, value-driven user experience
Increase Revenue
Aligned digital marketing strategies to increase revenue by optimising lead capture techniques.
Brand Alignment
Aligned and refreshed all brand elements, including imagery and tone of voice, for cohesive site consistency.
Understanding the user
Continuous user testing for website optimisation
Ongoing user testing, including heatmaps and user recordings, provided critical insights into drop-off points and areas of interest. By integrating Google tags on key CTAs, we gathered qualitative data to identify and address soft spots in the user journey, ensuring continuous website evolution based on user behavior.
Tailored user journeys for maximum lead capture
Leveraging UX research and a strategic UI approach, the website was designed to deliver personalized experiences based on user interests. Each journey was crafted to guide visitors toward key CTAs, leading to targeted lead capture forms, maximizing the flow of prospects into the nurturing funnel.
Optimised SEO and mobile responsiveness for global reach
SEO and imagery were optimised across the site to enhance indexing and content visibility. Key languages were implemented to target global markets, while maintaining full mobile responsiveness and consistent user journeys across both mobile and desktop devices.
Design Process
Product focused UX with seamless navigation
Transitioning from a benefits-driven site to a product-focused format required a complete UX overhaul, drawing inspiration from e-commerce for smooth and intuitive navigation. A mega menu was introduced to provide clear oversight, and through close collaboration with content strategists and user testing, we identified the optimal naming conventions that guided users effectively toward key features and benefits.
MVP self-serve pricing model validation
We integrated and tested a Minimum Viable Product (MVP) self-serve pricing model using ChargeBee, allowing for manual account management and feature functionality. This approach enabled us to assess market interest in the self-serve model before committing to further development.
Data-driven user flow analysis
Data driven user flow journeys were trialled and tested to gauge where user drop offs were happening most frequently giving insight into the ideal flow moving forwards.
Internationalisation
As the business expanded, internationalization became essential. We ensured all UI elements were responsive and functional across different languages. Utilising DeepL, we translated key site content into four languages, guided by data from sales and marketing systems to meet diverse user needs.
Web Development
CSS/HTML + Integrations
In addition to new UX/UI design, the project included all front-end development and integrations. Built on WordPress with minimal plugins to maintain a lightweight and future-proof design, the site adhered to branding standards through CSS and HTML.
Key integrations encompassed Salesforce, Pardot, Chargify, Zappier, Google Ads, Google Tag Manager, and Google Analytics, ensuring a seamless and efficient operational framework.
Testing
Periodic testing was conducted before each major release to ensure functionality across desktop, tablet, and mobile devices, as well as in multiple languages and the top five browsers. This process was primarily facilitated using BrowserStack.
CRM Integration
Integrating Salesforce and Pardot for marketing funnel insights
Salesforce – Pardot
Salesforce and Pardot were integrated with the site to provide visibility into prospect entry points and timing within the marketing funnels. This setup also facilitated the hosting of all downloadable content and data capture forms, enhancing overall funnel management.
Linking Entry Points to Engagement Studio Flows
Salesforce – Pardot
Downloadable content entry points were integrated with Engagement Studio flows to nurture prospects, guiding them up the funnel through targeted email engagement.
About Grabyo
Grabyo stands at the forefront of video technology with its cutting-edge SaaS product, designed to revolutionise how users manage live video content. By harnessing the power of cloud-based production, Grabyo enables users to efficiently produce, distribute, and monetise live video and real-time clips across mainstream platforms.
In 2022, Grabyo undertook a significant rebranding initiative, aligning their innovative solutions with their forward-thinking vision. Since this rebranding, they have continued to push the envelope, setting new industry standards and expanding the possibilities for live video content management.
To explore more about how Grabyo can transform your approach to live video and real-time content, visit their website here.
