B2B Marketing Blog

Alarmingly Brilliant Website Redesign Changes That Increased Our Demo Requests 3x

By Dave Rigotti
Apr 14, 2015
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Does the phrase, “You don't know what you don't know,” ring a bell?

For a long time we thought we were too critical of our website.

We said, “It's not that bad. It gets the job done.”

It took a long time to realize our site was costing us thousands of dollars a month.

We didn’t know our site could convert 3 times better.

We were always testing and adding new site elements. We kept building over time and in the end it was a confused mess. We built the Frankenstein of B2B SaaS websites.

Here's what I mean:

example_of_bad_website_design-1

Yeah, We Needed a Website Redesign

One-and-a-half years after we launched our old website, we went back to the drawing board for a website redesign.

We wanted to completely re-think the site and start from scratch.

After months of work, here’s the new homepage:

website_redesign_example_that_increases_website_traffic

It was a long and very exhausting process with a few tense moments along the way, but we couldn’t be happier.

Conversions are WAY up. There are a number of additions we made which really made an impact. 

Essential Redesign Elements That Increase Demand To Conversion Pages

With our old site, we added product marketing into the design. With the new site, the design was built completely around product marketing.

This meant we had to interview customers, develop value proposition, positioning, draft messaging, brand styles and identity development before a pixel could be designed.

It made a difference.

A website’s messaging should be the perfect balance between clarity and emotionally compelling. This isn’t easy.

In B2B your solution is complex and relevant only to a select group of companies. You want to cast a wide enough net, appeal to a range of audiences, but you also want to communicate your value proposition to in a clear way. 

There’s no one-size fits all, which is why product marketing techniques should be used in your website redesign.

Reduce Number Of CTA’s 

Options are good, but too many and it’s overwhelming. That’s what happened on our old homepage.

We spent quite a bit of time whittling the CTAs and links on our homepage hero section. We went from 14 to just 7.

You can clearly see the difference in the above screenshots. It makes our new website look less like the hot mess of B2B websites.
Homepage_CTR_after_website_redesign

Doing this improved overall homepage CTR on the CTA's by 29% and it’s trending even higher with A/B tests currently underway.

Use Sticky Navigation To Improve CTA Visibility

Scrolling navigations are nothing new website redesign-wise, but it is for our site. Our old button was not tracked, so it’s hard to say for certain, but I’m convinced it’s a big contributor to free trial requests.

Here's what it looks like, notice how the top CTA stays visible: 

increase-website-traffic-to-your-CTA-page

Why? Because the navigation scrolls, the free trial CTA is always present, essentially following the visitor around. Before, if you scrolled 50 pixels you’d never see the free trial button.

Implement The Persistent Demo Form

Companies make it way too hard to get in contact with them. In addition to proactive live chat, which I wrote in one of our B2B SaaS growth hacks, we added a global request-a-demo form on every page, including the blog (scroll down to see). The addition of the inline form increased our inbound demo requests 40%.

Take a look below:

Persistent_demo_form_website_redesign

Since it’s a Hubspot form, it progressively fills in the information, making it crazy easy for people who have downloaded our content to talk to a sales representative.

Offer Content On Your Homepage, And Increase Website Traffic

One of the driving forces of the redesign was that nearly 50% of homepage visits were bouncing, which was simply too much. The old site went too deep on the product too fast, so we decided to add more educational  content to the site to keep visitors engaged.

homepage_content_offers_b2b_website_example

A nice bonus is collecting contact information for downloadable content. It’s a great way to convert what would have been a bounced anonymous visitor into an engaged audience, who we'll nurture into a sales lead.

It’s not a huge lead driver, about 1 lead per 500 unique pageviews, but will help once the website scales. 

Place A Slide-in On Your Blog

A constant challenge for us, and many other B2B companies, is turning top-of-the-funnel audiences into sales leads.

What we’ve found to work best is to offer additional content to move them to the next stage of the funnel. In this case, we offer ebooks that require a form submission to help us generate a lead.

To get visitors there, we added a slide-in module developed by Hubspot (get the code here). 

By now you should see the Slide-In offer at the bottom right of your screen. 

The great effect of this module is that it’s interactive and doesn’t detract from the user experience. The slide-in scrolls into the page from the bottom right as the reader scrolls down the page. It doesn’t cover the entire web page, disrupting them from reading your content. It elegantly fills whitespace too.

For the slider specifically, the CTR is 1.54% (to the landing page), but it has a crazy high conversion (48%).

blog_slide_in_to_improve_b2b_content_marketing_conversion_rate

Adding the slider, and a number of other foundational improvements to the blog, helped us increase leads from the blog 2.3X in just one week. Cha ching!

Keep Your Website Redesign Wishlist Close

Sometimes it’s hard to put a price on design, but for this, quantifying the value is simple. All of these changes contributed to a 3x increase in inbound demo requests and trials.

Was the cost worth it? You bet. It’ll pay back within a month. This is what pipeline marketing is all about.

Launching a great site is just the first step. The next step is testing all the elements to make it work even harder and we’ve already launched more than a dozen a/b tests.

Increase Website Traffic To Your Offer Page

Our site is built on Hubspot’s COS so testing CTA’s is a snap, which is why our first test launched as the “Free trial” vs “Try it free” in the navigation. It’s the most crucial CTA on the site.

For example: 

ab_testing_CTA_button_b2b_landing_page_example

Our results were surprising: “Try it free” outperformed the control version by 50% (93% confidence before we switch to smart CTA and ended the test).

We think this is because a free trial sounds like a big commitment, or complicated. Try it free is vague enough, it sounds easier and sounds like it require less commitment.

Use a Complex Test For Your Pricing Page

For more intense experiments, we use Optimizely. Understanding clicks is good for some tests, but seeing revenue is more important for others, which is why we built an Optimizely Salesforce integration.

A complex test is currently running on our pricing table. Specifically, we’re looking for differences between high-to-low and low-to-high ordering of the pricing tiers.

Like this:

ab_testing_pricing_page_increase_conversion_rate
vs.
pricing_page_redesign_b2b_website

These complex tests take considerably more time to run because you need to track all the way to sales close to understand which page variant worked. But I’ll be sure to share the results when available.

What's Next?

Coming up we will implement smart elements. For example, dynamically changing the content offer on the homepage based on a number of qualification criteria of the individual site visitor. For example, offering the most relevant content based on the stage of funnel, industry, and job title of the site visitor.

Overall, we’re incredibly happy with our website redesign and it’s foundation for future testing. We didn’t do this alone, in fact we relied pretty heavily on some amazing companies.

We’d like to thank Studio Science for the website design, and New Breed for developing the functionality and implementation into Hubspot.

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Topics: website events, demand generation

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