Website rebuild lifts demo conversion 47% and cuts bounce rate 29%

The challenge

Steady traffic met a slow, undifferentiated site — forms buried, proof weak, experiments blocked by dev queues

The legacy site mixed multiple product narratives, slow templates and forms buried three clicks deep. Paid campaigns sent traffic to generic pages with weak social proof.

Marketing and product marketing teams could not update pages without agency tickets, slowing experiment velocity.

Digital experiences and audio programmes often launch as one-off experiments — without CRM integration, clip strategy or sales enablement, they fail to influence pipeline.

Technical debt, slow page performance and fragmented analytics made it difficult to connect site behaviour to revenue outcomes.

For B2B SaaS, leadership needed evidence that digital & podcast could move commercial KPIs within two planning cycles — not vanity metrics alone.

Paid traffic landed on generic pages with high bounce and unclear next step
Product marketing could not ship landing tests without agency tickets
Conversion events were inconsistent — undermining budget decisions

The objective

Align teams, sharpen the narrative, and tie work to metrics the board accepts

Ship a fast, accessible marketing site with clear ICP paths, proof points and measurable conversion events.

Enable the internal team to publish and test landing variants without developer dependency for every change.

Ship durable digital and audio assets that feed nurture, ABM and sales conversations — with distribution, metadata and reporting built in from day one.

Success would be measured with transparent reporting: baseline benchmarks, test design where feasible, and executive summaries finance could reconcile with CRM and commerce data.

The solution

ICP journeys, design system, performance budget, and analytics taxonomy built for weekly CRO

Journey mapping by segment, wireframes, design system, build on modern stack with component library and CMS-friendly modules.

CRO programme: hero tests, form friction reduction, social proof placement, speed budget and event taxonomy in analytics.

We mapped every publish moment to lifecycle triggers, retargeting pools and enablement packs so nothing lived in a channel silo.

Governance stayed lightweight but firm — decision rights, escalation paths, and one backlog prioritised by expected revenue impact.

Step 1: IA, wireframes, and design system

Journey maps by segment drove IA — separate paths for technical evaluators vs economic buyers with proof matched to each.

Component library enabled modular pages without one-off CSS debt.

Step 2: Template build — home through demo

Templates prioritised demo and trial CTAs above the fold on mobile; social proof placed at hesitation points identified in session replay.

CMS modules let marketing compose variants without engineering for every copy test.

Step 3: Analytics event map

Event taxonomy aligned marketing, product, and sales reporting — demo request, content depth, and segment flags.

Conversion reporting validated in staging before launch traffic hit production.

Step 4: Performance and accessibility

LCP and CLS budgets enforced on hero and form templates; remediation tracked in launch checklist.

Accessibility fixes reduced friction for form completion and improved SEO quality signals.

Step 5: Editorial guide for ongoing updates

Guidelines covered tone, proof requirements, and when to escalate legal — enabling weekly net-new landers post-launch.

Business impact

Outcomes that showed up in dashboards, sales conversations, and the next planning cycle

+47%

Demo request conversion rate post-launch

−29%

Homepage bounce rate on paid traffic

1.8s

Largest Contentful Paint on mobile after optimisation

Demo conversion uplift within 60 days

Hero and form tests contributed to sustained lift — not a launch-week spike that regressed.

Segment-specific landers improved paid efficiency on vertical campaigns.

Lower bounce on paid traffic

Message match between ads and landers improved scroll depth and CTA clicks — reducing wasted click spend.

Internal team shipping landers weekly

Experiment velocity increased without proportional agency cost — compounding learnings across quarters.

* Programme results vary by sector, offer and market conditions. Metrics reflect client-approved reporting periods.