User Acquisition Scaling

Outcome

• Restructure our sitemap and updated the information architecture of the website.
  
• Designed and released 12 new "solution" pages targeted towards specific JTBDs.
  
• Redesigned and released 30+ "category" pages (ex. Infographic maker, mind map maker, timeline maker, report maker, etc.) which increased registrations rates by 17%.
• Created a cohesive brand guide for all departments to follow.
  

Case Study

Context

The Problem

• The positioning and value proposition were not clear.
• We wanted to position ourselves as the simple infographics tool for businesses to visualize complex processes.
• One of the reasons users chose to upgrade for Venngage was because of the content and complexity of templates. However, this was not something that was clear on the homepage or through our various landing pages.
• There was no focus on JTBD and our core customers.
• It was unclear who the tool was geared towards. Over the years, we had researched and clearly identified who our core customers were. They are professionals who come to Venngage to visualize complex processes, workflows and training materials. Most are not design experts, nor do they want to become one.

• Design and release JTBD specific "solution" pages.
• Redesign our category landing pages to increase registration rates from core users by 10%.
• Rebrand Venngage, the design was extremely outdated across the entire tool.
• Create a cohesive brand guideline for all departments to follow.

Information Architecture

The goal was to understand how content is currently structured and redefine these structures so it’s easy for users to find what they are looking for.

I worked closely with our Chief Growth Officer and SEO lead to make sure that SEO requirements were met, through the design of the navigation and footers.

Some of the biggest shifts were : 

• 🔴 Templates
• Including high converting categories in a dropdown that directs users to the templates page.
• 🟠 Pricing
• Including the main pricing page, plan specific pricing pages (premium, business, enterprise), as well as our special pricing pages (education & non profit) in one place.
  
• 🟢 Solutions (NEW)
• Opportunity to add pages targeted towards specific roles & JTBDs.
• 🔵 Learn
• Opportunity for a Learn Center that houses the blog, courses, ebooks, webinars and the help center in one place.
• Removed 'Gallery' from the main navigation as a very small percentage of users clicked on this page and it is not very crucial for our SEO (majority of traffic coming from Pinterest).

Design Iterations

We wanted to test 2 different versions of the new homepage : 

• Feature focused → This is what we commonly saw across other SaaS companies - highlighting our core features and the simple to use editor.

• Templates focused → Focusing on one of our main differentiators - our complex templates for different use cases.

Feature focused variations during the design process

Template focused variations during the design process

Variation Testing

We tested variations on Instapage, and learned that :

• A very small percentage of users scrolled past the hero section.
• Feature focused variation tended to have higher conversion rates.
• Interactive elements helped engage the user.

Here are the heat maps for two of the tested variations.

Variation A : Feature version

Variation B : Template version

Control (current homepage) vs Variation A :

Control
Registration rate : 12.5%

Test - Variation A
Registration rate : 14.2%

Winning Design

There was clear user value in Variation A. The test results in addition to our business, user feedback and technical constraints gave us the confidence to move it forward into implementation.

Gif used in the Hero section

Release

Overall, the new homepage was doing much better and we were seeing an increase in registration rates.

On release, we saw an increase of 16% which continued to increase over the following weeks.

Secondary Goals

Branding Research

Our branding and visual language lacked consistency across the platform. Over the years, we had accumulated different UI / visual elements across the homepage, blog, templates page, and in the tool itself. 

One of the goals of this project was to define the new brand guidelines and create a design system to be used moving forward.

I worked alongside one of our graphic designers, to define the brand vision, colours and UI elements.

Inconsistent elements across the Venngage platform before the Rebrand

Brainstorming for our new brand

Category Landing pages

These pages are very important for our SEO and rank very high for certain keywords. Therefore they might be someones first interaction with the Venngage Brand.

We updated the design for 30+ pages.
We also created a template within our internal CMS tool to make the process of updating the copy / assets easier for the marketing team moving forward. Once the design was updated, the marketing team could go in and update the rest of the pages by using the same template and simply swapping assets and changing the copy.

Live Example : Mind Map Maker

Solution pages

These pages did not previously exist.
The goal was to have LPs targeted towards specific roles and JTBDs, increasing our core role registrations.

We designed and released 12 new pages.

Live Example : Marketing Solutions page

• Restructured our sitemap and information architecture.
  
• Designed and released 12 new solution pages targeted towards specific roles & JTBDs.
  
• Redesigned our category landing pages (ex. Infographic maker, mindmap maker, timeline maker, report maker, etc.) which increased registerations 17%.
• Created a cohesive brand guide for all departments to follow & created a design system of colours, typography and components to be used moving forward.