Revolutionizing Lead Generation: A Website Redesign Success Story

What is PayamGostar?

Payamgostar specializes in enterprise software, particularly CRM solutions, catering to businesses of all sizes. The company holds a prominent position in the Iranian market, with its CRM software being the most comprehensive in the country.

_ LinkedIn

Overview

In the competitive landscape of Iranian software development, Payamgostar, a leading knowledge-based company, sought to elevate its position and transform its online presence. As the UX Designer, UX Researcher, and Team Lead of this ambitious project, my team and I were tasked with revolutionizing the website to achieve a staggering up to 400% increase in leads. Here's how we turned challenges into triumphs, impacting both trial version registrations and website traffic.

Team Dynamics

Collaborating with a dynamic team consisting of Morteza Senfi, Elham Mehrparvar, Shirin Atarod, and Amin Kasirifar, our roles encompassed User Research, Wireframing, Prototyping, and User Testing.

Main Challenges and Objectives

  • Increase trial version registrations.

  • Rebrand and create a stable, consistent UI design.

  • Address UX issues in the current version.

  • Boost website visitors.

The Journey

Analyzing the Current State

Employing tools such as Google Analytics and Hotjar, we meticulously dissected the existing website's strengths and weaknesses. Insights from user interactions and page analytics guided our understanding of user behavior and preferences.

Interviews and Persona Building

Engaging stakeholders, potential customers, and existing clients through interviews, we unearthed business goals and user needs. Persona development, based on CRM data and insights from the BI manager, allowed us to align our strategies with actual user behaviors.

Decision-Making and Ideation

Pooling data from various sources, we embarked on the challenging task of prioritizing features and ideating solutions. This marked the turning point where we strategized on meeting user needs effectively.

Information Architecture and Wireframing

Implementing a well-thought-out sitemap and architecture, we expedited the process using Balsamiq for rapid lo-fi wireframing. Regular presentations to stakeholders ensured alignment with their expectations.

Launch and Observations (First Result)

Implementing the redesigned website, our focus shifted to observing the impact. Within three months, trial registrations surged by an impressive 200%, and our SEO-friendly structure propelled Payamgostar to the top spot on Google in the Iranian market.

Incredible Results (Second Result)

Not content with resting on our laurels, we introduced three innovative features—'Book a Call,' 'Quick Call Button,' and an estimate of average time on page—aimed at enhancing user engagement. These additions led to an astounding 400% increase in calls, showcasing the website's ability to balance lead quality and quantity without compromising trial registrations.

Impact

  • Strategic SEO Dominance: Secured the top position on Google within three months.

  • Triumph in Trial Registrations: Achieved a 200% increase in trial version registrations.

  • Revolutionized Lead Generation: Implemented features resulting in a 400% increase in calls.

  • Enhanced User Experience: Transformed UI design, addressing existing UX issues.

This case study exemplifies the power of strategic thinking, user-centric design, and data-driven decision-making in driving transformative results. Payamgostar's journey showcases not just a website redesign but a strategic leap toward unparalleled success in lead generation and online visibility.