Design for impact: How a rapid redesign boosted conversions by 550%
OneAdvanced partnered with us to help deliver their ambitious new strategy. In just 9 weeks, we rapidly redesigned key sales journeys, devised a new navigation structure and enhanced the overall user experience.
Stats
550% increased conversion
550%
The Challenge
OneAdvanced, one of the UK’s leading B2B software providers, went through a major transformation last year. It’s marketing team faced the critical task of launching a new Go-to-Market strategy and a rebrand, all in quick succession.
OneAdvanced partnered with us to help deliver their ambitious new strategy. In just 9 weeks, we rapidly redesigned key sales journeys, devised a new navigation structure and enhanced the overall user experience.
The Solution
With just 9 weeks until launch, we had to grapple with development deadlines and brand guidelines that were still in flux. We also needed to run multiple project streams simultaneously.
To ensure we delivered at pace, we began with a prioritisation workshop where we identified templates needed for launch. We set clear minimum and ideal requirements for each template, iterating and adapting to user and stakeholder feedback throughout the sprints.
We had to design the navigation system before the Information Architecture was fully finalised to ensure development wasn’t delayed. Strong communication between design and development, and flexible, best-practice driven navigation designs, were critical to making this work. Creating wireframes in the initial design phase helped us focus on user experience, layout and functionality without being constrained by OneAdvanced’s evolving branding assets. Once the rebrand was finalised, we applied the new visual identity across all completed templates to ensure consistency.
Our collective efforts increased conversion rates by 550%, while also:
- delivering their updated business strategy
- showcasing their new product portfolio
- integrating and embedding their fresh branding.
User-validated design at pace
While meeting the deadline was important, creating an improved, user-validated website was more crucial.
The information architecture of the original site was benchmark tested by over 200 participants in a path analysis test. This quantitative insight was combined with analytics data to explore current problems with the site structure and highlighted issues with finding key products. The proposed new site architecture focused on simplifying choice at every level and removing internal employee jargon and naming. This was then tested by an additional 152 participants, showing strong improvements.
Additionally we conducted rapid usability testing. Insights from this research immediately fed into design sprints, allowing quick refinement of the user experience. This iterative approach not only validated our work with real users but also ensured we maintained momentum.
The impact
Exceptional results in record time
The project was a remarkable achievement, with the design work delivered on a very tight timeline. The redesign delivered a significant improvement in website performance, with conversion rates increasing by over 550%.
The tactical and agile nature of the project was key to its success, allowing for rapid yet effective changes. OneAdvanced’s marketing team’s strategy focused on quick wins that aligned with their broader transformation goals, while making significant improvements to experience and conversion.
Building on this success, we are now working on a programme of iterative improvements guided by a user-validated roadmap, ensuring the website continues to evolve and deliver value for both the business and its users.
Client Testimonial
We needed to deliver a complete transformation of our digital go to market approach in a very short timeframe. GAIN were able to quickly embed with our teams, adding value from day one. We delivered a completely new IA, a new design approach, and a significant uplift in conversion in weeks.
Director of Digital Experience at OneAdvanced