How focusing more on its audience helped a software company design a personalized digital experience that generated leads from the get-go.
Igloo Software
Background
Igloo Software is a cloud-hosted SaaS solution that creates custom digital workplaces for companies of all sizes to help employees work faster in a collaborative online environment.
Services
- User Research & Journey Mapping
- Content Analysis
- Planning, UI and UX
- Design and Development
Challenge
Igloo Software had a comprehensive website, but after years of adding sections and sections of valuable content, the customer’s journey was no longer clear.
Let’s get personal.
According to Zendesk, 71% of consumers expect a personalized experience. And 76% are frustrated when they don’t get one. After years of content updates, Igloo Software’s digital experience was casting too wide a net. And with 85% of Igloo's pipeline coming from inbound leads across a variety of channels, converting leads couldn’t have been more important. So we needed to speak to the company's ideal customer. Which raises the question: Who was it?
Customer focused is always right.
We created a user persona to help inform every design decision we had to make. By understanding our ideal customer’s goals, motivations and pain points, we were able to analyze the existing content and arrange it in a way that would be inviting, not intimidating. Just like Igloo’s software. Everything from the site’s navigation to the imagery and the tone of the content was shaped by this data-driven persona.
Results that speak for themselves.
After just 6 months, we quickly saw obvious benefits to our audience-focused approach. Our online sessions increased by 33%, averaging 56 seconds per session. Our bounce rate decreased by 2.5%. And, most importantly, we saw product demo requests increase by an incredible 23%. That means we saw a 23% increase in warm leads.
- 23%Demo request completes
- 34%Increased online sessions
- 2.5%Reduced bounce rate