Designing & building a B2B SaaS digital experience focused on great UX, content and lead generation, supporting Vuealta in its ambitions to drive marketing-led growth.
Vuealta helps organisations around the world solve complex planning challenges, replacing legacy systems through the delivery of a suite of applications powered by the Anaplan Connected Planning Platform.
Vuealta’s old website did little to support marketing and inbound lead generation and did not support their future-facing growth orientated business strategy. As a company they have been transitioning from a service based B2B offering to a SaaS offering, and their new website needed to reflect that development, and support their new brand launch.
The previous version of Vuealta’s website had multiple issues that were impacting the opportunity for a new user to become a lead and subsequently move through the marketing funnel to become a customer.
It did not direct visitors through a clear user journey and calls to action were not employed effectively. Unengaging content and cluttered design made for a suboptimal user experience, which failed to reflect the dynamic nature of Vuealta’s offering. These issues meant the site was not well optimised for conversion or high quality lead generation.
The site did not reflect new solutions or services, and was missing crucial marketing opportunities as a result. It received little relevant traffic, did not adequately support content marketing, and information architecture was not structured with business outcomes in mind.
We started the project with an in-depth strategy, discovery and definition period involving all the key business decision makers. From this we were able to create an overarching strategy for the project, align stakeholders and confirm that the project could be delivered against its objectives.
Strategy & Discovery workshops
Strategy & Discovery workshops ensured we were able to gather the relevant information to focus on Vuealta’s business and marketing objectives. As a result we defined the sitemap and information architecture, planned the user flow for their priority audience and developed the content map. We also began to develop UX wireframes, and addressed the technical specifications of the new website. Finally as part of the discovery phase, a design/brand briefing was conducted to discuss the creative direction in preparation for design and build.
This strategic approach ensured that Vuealta’s updated business positioning was clearly articulated across the new website.
UX & Design
The 93digital team then focused on creating the UX wireframes for a refreshed design with a simple and intuitive experience. This improved clarity of user journeys, and helped the different user personas ‘discover’ more about Vuealta, supporting marketing, lead generation, sales enablement and talent acquisition.
User Experience was brought to life through dynamic design and content, reflecting their new brand positioning, balanced against the need for optimum site speed and functionality.
We built a powerful resource hub with advanced filtering functionality to allow users to access case studies, research, podcasts and other content, tailored across services and sectors.
Vuealta wanted to embrace the flexibility & open source power of WordPress. As a result, we delivered a flexible and scalable CMS fit for future content publishing and digital marketing. WordPress allowed us to develop Gutenberg ‘modules’ instead of building ‘templates’.
Subsequently ‘modules’ of content can quickly & easily be used to piece together new pages as needed by the Vuealta team with no technical web knowledge, empowering them to publish content, launch campaigns and drive marketing results. We ensured that individual design elements within modules cannot be adjusted to ensure consistency and cohesiveness of the design.
The new website, designed and built by 93digital, now operates as an inbound digital marketing machine. Created with Vuealta’s B2B audience’s buyer journey in mind, and with content strategy integrated from the start, it simplifies navigation, improves UX, provides measurably engaging content, and reduces friction on the route through to conversions and sales.
- HubSpot integration
- Flexible CMS with Gutenberg
- Extensive block & module customisability
- Google, Linkedin, Facebook, GTM and G2 tag installations
- Technical specification