iwinback
2021-2023
Capture, nuture, and convert leads with personalized messages at the right time.
Client
iwinBACK
MY ROLE
UX Design
Marketing
THE CONTEXT
iwinBACK is a B2B SAAS marketing company. They wanted to expand their sales funnel and improve the user experience on their website to increase the conversion rate and bring in more leads.
The Objective
To research, pitch, and deliver a new online presence and online marketing strategy to the IWB executive team. Their current sales strategy focused on in-person sales at trade shows. They were very successful with this model, and they wanted to take that human driven approach and apply it to their sales funnel online.
Phase i. research
We started with secondary research due to limited funds
1. Social media competitor analysis.
2. Website competitor analysis for the Book a Demo flow.
3. Stakeholder interviews with executives to define project goals and success metrics.
Key Takeaways
1. The brand style and imagery on the IWB website was misleading for users and inconsistent with industry standards.
2. There was no offer of knowledge on their website to create authority and gain trust.
3. The core user benefits of the product are not well communicated on the website.
phase II. Conceptualize
With our research phase complete, we started to synthesize the results:
1. I created flow charts and wireframes to understand the different ways that users could arrive to the book a demo page and increase conversion rates.
Key Takeaways
1. The book a demo page needs to clearly explain the core benefits and main value proposition of the product.
2. The imagery and branding need to be top notch and cohesive as we have limited time and space to make a good first impression.
3. Demonstrating knowledge and authority in the industry is a must to appeal to the target market (execs and decision makers).
phase III. Design
Before we could continue, we needed to answer some big questions that would help us with the logistical and strategical side of things:
1. Do we need to redesign the whole website, or can we redesign only certain pages to stay on budget?
2. Which social channels would be best to develop to cultivate interest and trust in our product and brand?
3. How do we smoothly transition into a rebrand so as to not confuse our users?
Overall Design Highlights:
1. I designed a new landing page instead of redesigning the whole site in order to stay on budget.
2. I launched new social channels and a blog page to create brand awareness, improve perceived authority, and educate users on our product.
3. From social media to the website, we developed brand guidelines and a narrative that gave the brand a unified voice and look across all channels to help users better see and understand who we are.
Outcomes
Reviving a forgotten channel resulted in huge growth on and offline:
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