A Data-Driven Website Design With Impressive Results

The Challenge

Understanding and Overcoming Barriers to Engagement for a Global B2B Thought Leadership and Content Specialist

Our client, a global leader in B2B thought leadership and content, had recently been acquired by a major international media organization and needed their website to reflect an updated brand and reinforce their new position in the market.

Alongside the rebrand, their key goal was to attract more, and better qualified, business enquiries seeking strategic, rather than purely tactical, services.

The specific obstacles impeding user engagement and conversion, however, were not clear. Where were users experiencing friction? How effective were the current conversion pathways? The project’s first major challenge was investigative: What was actually happening on the site, and why weren’t more visitors converting?

We were engaged to work alongside a third-party development agency previously used by the client, delivering strategic review, redesign, and UX direction, while collaborating closely with their technical team during implementation.

A Data-First Approach

Our project began with a stakeholder workshop to clarify business objectives, define priority audiences, and review the competitive landscape. We then carried out a thorough analysis using a mix of data sources and research methods:

• Google Analytics (GA4): A full year’s worth of site data was examined to understand user acquisition channels, journey flows, engagement metrics, and conversion points.
• On-site Surveys: Live surveys captured real-time user intent and feedback, providing insight into visitors’ goals and whether they were being met.
• Heatmaps & Screen Recordings: HotJar was deployed to provide visual evidence of user behavior, highlighting areas of friction and validating our data findings.
• Competitor Benchmarking: We benchmarked the client’s site against key competitors, looking for opportunities to set them apart.
• SEO Review: We identified which topics and keywords truly mattered to the target audience to ensure the redesign protected strong existing rankings, while prioritising user experience where search impact was limited.

Solution: Translating Insight Into Design

With these insights as our foundation, we reimagined the site to reflect the new brand, update content, and directly address the issues identified in our analysis.

Our process included reviewing the sitemap and user flows, mapping content, developing wireframes, establishing visual direction, and delivering high fidelity designs before passing over to development.

Every page was crafted to help users progress, whether they were looking to learn more, establish credibility, or take the next step.

Impact

Following development handover and build, the new site delivered rapid, measurable improvements in user engagement and conversion indicators:

• +32% Average Engagement Time (aggregate, 8 weeks post-launch)
• +12% Engagement Rate across the site
• +70% Engagement per user on case studies (identified as of key importance to high intent users)