We laugh about it a little, but this is what happened. When we were ramping up for the project, Ryan (Inbound Lead at Lean Labs) called me and said "I'm reading through the docs, and just so I can wrap my head around this... what do they do?". Then Giles (Lead Designer at Lean Labs) was looking at the current site and pinged me in chat asking, "What do they do?" You see, sometimes it's awful hard to package a lot of value into a concise message, and that became our core focus. Fantastically, Integrate has a team of great marketers and they did ALL the heavy content lifting while we focused on flow from a higher level.
Integrate's website before Lean Labs was pretty slick (great graphics!), it just didn't quite explain what they did super well and it didn't take them through a top of the funnel focused journey to help visitors understand the value of the platform in a way that resonated.
In short, the new site needed to focus on the marketer's problems and show them how to solve them! By leading to their solution instead of leading with their solution, the site's flow is far more natural.
So our focus was on message and buyer journey over design and graphics. This project simultaneously showcases our ability to craft a buyer journey for a brand and our ability to re-align (not re-design a site). By re-align, I mean take an excellent design direction and refine and polish it to the next level. Not every site needs re-designed, a lot of the time it just needs better information architecture, user flow, and polish.
We focused heavy on strategy, diving deep into our own special process for buyer personas, creating a UVP, and letting our Value Proposition Map drive the strategy of the structure and flow of the site.
Since launching the new Integrate.com, key metrics suggest that it's working great. Lead generation is up a staggering 245%... but wait, that's not entirely fair. They had a really rocking content campaign launch. So, taking out all of those leads, the lead converson rate is up 81%. Not bad, and we'll let Integrate's own comments below tell the rest of the story.
As we head into 2016, we'll continue working with Integrate to refine and optimize their brand experience via Growth Driven Design. Here we'll design and test new ideas to further engagement and conversion.
A deep dive into the business model, including goals and requirements, audits of your site, marketing assets, and competitors.
Customer development starts with buyer personas and value proposition map, and ends with creation of the buying journey.
Information architecture covers site map and page flow, while wireframes display the structure of the site.
Engaging content, unique value propositions, compelling offers, converting calls to action, and nurturing workflows.
Moodboards, style tiles, fonts, colors, and brand assets all come together into a brand style guide.
Mobile first design progressively enhances the experience as you step up from mobile to tablet to desktop.
Fully responsive HTML5 templates are built out on HubSpot to not only impress users on all devices, but also make the site modular and easy to manage.
Launching a new site is really just launching a set of ideas that you "think" will work well. Growth Driven Design is how we continually refine, optimize, and evolve a site rather than have to re-design it.