Before identifying problems with the website, we first need to understand your product and business.
To do this, we gather information through product demo calls, stakeholder interviews, and intake forms.
Here’re some of the questions we’re looking to answer in the process:
Once we understand your business goals clearly, we look at the analytics to find problem areas in the customer journey.
Data from analytics won’t tell us why visitors don’t convert or how to fix that. But it will show where in your funnel you have the biggest drop-off. And that’s where we’ll focus our efforts in the audit.
To pinpoint problem areas, we look at the following:
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The last step is to audit the problem area to determine the WHY behind the visitor's drop-off in the funnel.
The goal is to identify the problems that could create friction in conversions.
All the issues are documented and used as a foundation for the project scoping stage.
Conversion rate optimization expert checks the area against the common conversion blockers in areas like:
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After an audit, you usually have more problems than we could solve during a single sprint.
But not all of them are equal in impact and cost.
For example, there is no point in spending time on a page with a 100% conversion rate or that doesn't receive any traffic.
So, we review problems and prioritize them based on the following:
The highest impact changes that align with your goals are those that make it into the sprint's scope.
That's a collaborative process.
We will create a proposal for the project and share it with you. You and the stakeholders share your feedback. We implement your feedback, share the proposal again, and repeat the process until the scope of work is aligned with your goals & constraints.
Once problems are prioritized, we organize them into projects.
A project can be a new page or a new section for an existing page. It is a tangible improvement to the website to solve concrete problems.
A single sprint consists of one or more projects.
In each project, we outline all the information required for the web copywriter, designer, and developer to execute it:
These docs also help you, and other stakeholders understand what you'll get as a result of the sprint.
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Before the start of the sprint, we estimate how long it will take to implement the projects and how much it will cost.
Based on the defined scope of work, we provide you with a fixed-price proposal for the implementation of the project.
You'll know exactly what you'll get and how much it will cost you before you commit to implementation.
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Your website copy should reflect the product's value and communicate what your customers care about to convert visitors into customers.
For us to be able to communicate your value prop, we first need to get clear about what it is.
When you work with us for the first time, we take time to understand deeper your target customers, their pain points, and how your product solves them.
We'll analyze reviews, case studies, and sales call recordings and conduct internal interviews to understand what your customers care about.
Here's what information and content we're looking to collect in the process:
We capture all the information into the product discovery document that serves as a single source of truth about the value prop for everyone involved in the project.
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The first step is to create a high-level content outline for the page.
We document the structure with bullet points and screenshots for reference.
That lets us move fast and get your feedback early to avoid costly edits later.
Once the first drafts are ready, you receive them for review and feedback. We implement your feedback and repeat the cycle until the structure is approved.
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Once the page structure is approved, we start putting flesh on the bones.
We write conversion-focused copy that is easy to read and communicates what customers care about.
The copy you get is optimized for the way how visitors read websites:
Once the first drafts are ready, you get them for feedback, and we then implement the edits.
After you approve the page copy, we run it through professional native proofreaders.
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We're against changing the existing website's visual identity unless necessary to meet the business goals.
If that's the case for your project, we'll take time to define a visual direction for the website.
When creating a visual identity for the website, the primary outcomes we're aiming to achieve are:
We start with creating mood boards and getting your feedback on them.
Once we have a direction, we apply visual design to a few standard blocks like a hero, feature, etc. We create a few variations and select the best aligned with our goals.
Website visual identity will define the look and feel of the website:
Visual identity applies to the whole website. So, once you have it, you don't need to do it again in the next sprint.
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We take the copywriting and transfer it into the Figma canvas.
The goal is to turn the copy into an easy-to-scan web page layout. A layout that keeps attention and draws it to the right content.
We work in black-and-white wireframes and don't apply visual identity at this stage.
This lets us iterate faster and focus on nailing the layout without getting bogged down by visual aspects.
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Once the black-and-white desktop page version is approved, we apply the visual identity. Fonts, colors, shapes, and accents.
The page will already have a complete look and feel. We will share it with you for your feedback and iterate it until it is ready.
We still use placeholders instead of images and product mockups at this stage.
As a result, you get a complete desktop version of the page without product mockups.
The next step is to replace placeholder images with product interface mockups.
Product interface mockups help show the product in action and make it easier for customers to understand how it works.
You get high-resolution simplified product interface mockups based on the user interface of your B2B SaaS Product.
We either use the Figma product designs you already have or create new ones based on the current live product interface.
We design product mockups so visitors can get an idea of how the product works, even if they don't read any copy.
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The final step to complete the page design is to design a mobile version.
Once the desktop version of the page with the product mockups is ready, we translate it into a 375px wide frame.
Developers will have everything required to develop a responsive page that works great on desktop and mobile devices.
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When your website platform doesn't meet business requirements, you can get help transferring it to a new platform before implementing a redesign.
We avoid migrations unless it is absolutely required.
And do it only in cases when it harms the business results:
We take your current website and transfer it page by page to a new platform.
Website transfer is usually done parallel with Web Design & Copywriting stages to save time. So, by the time new designs are ready, you already have a website on the new platform.
We take the Figma designs and get them live on your website.
You get a version that meets the original design and works great on mobile and desktop devices.
Once page markup is ready, we add 3d party integrations.
And as the last touch, we implement animations if that's required.
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Once the page is developed, the web designer goes over the developed website to spot any inconsistencies with the original design. Then we craft a corrections document for the developers.
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If you don't have analytics tools configured to run A/B tests and measure the impact of the changes, we'll help you to set them up.
We set up full-funnel tracking through google analytics events. You'll have the conversion data from the 1st visit to the purchase.
In most cases, the tools you'll need to configure are Google Analytics, Smartlook, and Google Optimize.
These tools will let you gather data like:
We set up a new experiment in google optimize or another tool of your choice and implement anything required on the website to execute the test.
If, as a result of the sprint, you need to change conversion events or add a new one, we will help you to do that.
A/B test results give data and insights about what works and doesn't. And serves as the foundation for the next iteration.
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