Jonar is a software company that sells applications to help businesses run smoothly. We wanted to increase both the leads generated and the self-serve signups from our website.
Several key issues were discovered with the website navigation, the homepage and content. Addressing these issues resulted in both more leads and increased visits to hidden content.
In order to achieve fast growth, we needed to increase the number of leads generated by our website. Furthermore, our sales team indicated that many qualified leads weren’t finding they needed to on our website to make purchasing decisions.
Research by proxy
The people who make purchasing decisions about this class of software are quite difficult to reach, and often aren’t available for user testing or interviews. As a result, this project relied on lots of “guerilla research” with new interns and acquaintances outside the company.
Information from sales team
The sales team had some of the closest contact with the potential users. So I gathered information by proxy by discussing with them. They indicated that based on the questions customers were asking, our documentation
In order to understand why users were struggling to find information about our software, I conducted informal usability testing with people who were unfamiliar with the website. Usability testing revealed a few key insights:
- Users estimated the number of pages on the website based on the number of items in the navigation.
- While the call-to-action on the front page was obvious, it was unclear if it led to sales content, documentation or even a trial.
- Users tried to use standard design patterns like a footer and search, and were surprised they weren’t available.
Auditing our content
Before redesigning our navigation, I worked with the marketing team to conduct an audit of all our web pages. As part of this process, we found lots of duplicated material, and gaps in the documentation of our software. Some pages were condensed, and others were added.
We made extensive changes to the navigation in order to highlight all the great content about our software. In each case, I also relied on studies from HCI literature to help guide the design. In some cases, additional design activities such as card-sorting were conducted to determine how to sort content.
- Added dropdowns with many more options.
- Added a search function
- Moved the logo to the left to keep menu items together
- Added a footer with key links based on Google Analytics
The homepage was redesigned to place a focus on our software, and also offer better call to actions. At the same time, it was important for us to keep the playful identity that was part of Jonar’s branding.
I also took this opportunity to move the way our website was structured on WordPress to a more modular system, based on a paper prototyping I did for this project.
Measuring the results
We measured results in a variety of ways.
The most positive signal was that the monthly leads contacting Jonar via our website more than doubled.
Using Google Analytics, we also saw that we had significantly more visitors to pages that were rarely visited before. Many of these pages were about specific features of ParagonERP, suggesting our users were able to learn more before contacting our sales team.
We also noticed a decrease of average time on page of about 10 seconds. At first, we thought this might suggest that users were struggling to find the information they were looking for. However, given that more people were actually entering the sales funnel, it’s also possible that people were now able to make quicker decisions about whether they wanted to contact our team or not.