Unbounce’s 2019 Website Overhaul

Packed with competing calls to action, our decade-old site presented outdated messaging to only one of our known target segments, and didn’t present clear paths to trialing our software. The site had always been added to piecemeal, so it had become a proper Frankenstein over ten years.

Fortunately, in 2019 a team of us took on this behemoth.

Our Mission

Working closely with our web strategist contractors, our internal team set out to:

• Increase conversions (i.e. new trial starts of our software) with a focus on three specific evaluator paths.

• Improve site structure, user experience, and internal governance for the future (we needed our team to be free to change the site content easily. This was previously impossible).

• Communicate clear value props with updated product messaging in our new voice and tone.

• Present relevant information for evaluators.

• Officially begin rollout of our new brand look and feel.

We also wanted to maintain as much worthwhile organic traffic as possible when making the swap. We were careful to set up proper redirects and monitor this carefully.

Ch-ch-chA Changes 🎵

Spending the time to craft a site structure we were happy with, my team collaborated with our designers to to wireframe and rethink the entire site.

Below you can see a few of the old pages, which all had a different, inconsistent treatment. We solved for this with the new site by identifying commonly used page components and standardizing them for future use. Now these components are available to our entire marketing team, so no matter what’s being added to the site, anyone can build pages in the cohesive look and feel independently.

Old agency page

New, Segmented Pages

Before, our entire site contained messaging speaking to only one use case (largely, PPC marketers). On the new site our team created new segmented pages to address other target audiences effectively.

Hayley Mullen and Luke Bailey crafted the copy and it was my job to ensure the messaging across the site aligned to our positioning frameworks and that our voice and tone was brand aligned/consistent.

The sample pages below target ecommerce marketers and agencies respectively:

One of my favourite pages is the About page Luke Bailey wrote. It was important to consult various stakeholders on this one—to include all pertinent information and the company’s rich history—all the while balance the page hierarchy and respect what brand new visitors needed to know in the order they need to know it in. I think we nailed it:

But that’s not all…

Not only are the new pages structured with H1 and H2 headlines that clearly articulate the narrative of the positioning at-a-glance, but each page now features new, segmented customer testimonials sourced by my team:

Featuring real customers throughout the site like this was a massive win in my books.

The Team

Unbounce’s new site was worked on by dozens of people, but I’ll shout out the core contributors here including: Ceci Martinez, James Thomson, Hayley Mullen, Luke Bailey, Leslie Ty, Megan Sakakibara, Sam Shen, Viv, Robin, and Martin of Dos Lados, and Colin Loughran.

Results

Note: The site has been live since June 2019 and—while most site overhauls see negative or flat results upon launch—we’ve actually seen a significant positive increase of new trial starts as a result of this initiative. Will update with concrete results soon!