Date
Jul 23 - Nov 23
Sector
Financing
Role
Senior Product Designer
What was the challenge?
The challenge our product team faced was divided into two aspects: the B2B and B2C, two different product approaches that aligned with the goal of streamlining product flow processes involving all areas of the company such as customer service, financial analysts, sales agents, etc.
We aimed to generate a higher volume of leads through the website and active campaigns. This way, with more data, we could better understand users and improve the quality of leads attended by the sales team, ensuring they progressed further in the process, as the initial stage was where users experienced the most pain.
What was the role in this project?
As a designer, my goal was to work closely with product owners and developers to leverage data and analytics through strategies and planning to identify areas for improvement and address them.
Additionally, the B2B product had a more SaaS-focused objective. We needed to understand the various components involved in the entire flow to design a tool that was easier to use, understandable, and agile, allowing agents to serve more clients and automate steps.
What did we do?
What we did to achieve our goal was to make a change to the homepage, as it was the main entry point for leads. We added more information about how the product worked, along with more call-to-action buttons to make it easier for users to continue in the process.
As a result, in 2 months, we saw an increase in the conversion rate of the homepage from 5.5%, going from 25% to 30.5%, and a 2.8% increase in the visitor-to-lead conversion rate, going from 6% to 8.8%.
On the other hand, by using different landing pages to capture users with a higher success rate, the number of leads received per week decreased from 140 to 100 along with the number of site visitors.
It's worth noting that while the product team was working on these guidelines, the marketing team was also working simultaneously to try to obtain higher-quality traffic, hence the decrease in visits and the number of leads sent, but an improvement in conversion.
For the B2B part of the product, we built a tool in which all the involved parties, both directly and indirectly, could work together throughout the process without depending on other external tools that would slow down and complicate communication between different departments and reduce the time from lead generation to deal completion.
