A website rebuilt to convert, not just to look good
A faster, clearer site and a structured testing programme for a SaaS company with a leaking funnel.
- Client profile
- Project-management SaaS for agencies and professional services firms
- Region
- India and the Middle East
- Timeline
- 12 weeks to launch, then ongoing testing
Where they started
The site had grown page by page over five years. Navigation was confusing, the pricing page did not explain what was in each plan, and heavy scripts made it painfully slow on mobile networks, where over half the traffic arrived.
Every redesign opinion in the company was strong, and none was backed by data, so changes kept stalling.
What we did
- 01
Diagnose with evidence
Combined analytics, session recordings, heatmaps and five customer interviews to find where visitors hesitated and why.
- 02
Rebuild for speed and clarity
Designed a leaner information architecture and rebuilt the site on a fast, lightweight framework with optimised media and minimal third-party scripts.
- 03
Rewrite the pricing story
Reframed plans around the customer’s team size and outcomes, with a plain comparison table and a clear answer to “what happens after the trial”.
- 04
Test continuously
Launched with a prioritised test backlog covering headlines, proof placement and call-to-action wording, and reviewed results every fortnight.
What success looks like
- A site that loads quickly on mid-range phones and slow networks
- A pricing page that answers objections before sales is involved
- A test-and-learn habit that keeps compounding after launch
- Core Web Vitals in the “good” range across key templates
Numbers you can check
- Conversion measured on all sessions, comparing 60 days before and after launch, adjusted for seasonality
- Performance scores taken from field data (CrUX) as well as lab tests
- Each A/B test run to a pre-agreed sample size before a winner is declared
Want a plan like this for your own company?
Share your product, your market and your numbers. We’ll come back with a baseline, a target and an honest view of how we’d reach it.