Executive Summary
The previous Virtusize website was not effectively generating inbound leads due to unclear value proposition, lack of a structured sales funnel, and limited visibility of new product features. Prospective clients struggled to understand the product and its benefits, resulting in low engagement and conversions.
The redesign focused on clarifying messaging, restructuring the information architecture into a clear funnel, and strengthening feature-driven storytelling and CTAs.
Results:
Conversion rate increased from 1.8% to 3.2% (+78%)
+35% growth in qualified inbound leads
Bounce rate reduced from 62% to 45%
Improved engagement on key product pages (higher CTR, scroll depth, and time on page)
Problem
The old website wasn’t supporting core business goals—it didn’t funnel potential clients toward demos or inquiries and wasn’t effective as a marketing or sales tool.
Through interviews with the Growth and Business teams, I learned that:
Many client emails asked for clearer product information.
The site didn’t reflect our capabilities or build trust.
We needed stronger inbound lead generation rather than outbound outreach.
SEO performance was too weak to position us as a leading size-fitting solution.
These gaps made a full redesign necessary.
Process
Analyzed competitor websites to understand positioning, messaging, and feature presentation.
Studied best practices for SaaS and e-commerce landing pages, including layout, CTAs, and conversion funnels.
Reviewed SEO strategies and content structures used by top-ranking competitors.
Defined the project timeline and target audience based on insights gathered.
Used findings to guide a redesign focused on clarity, credibility, and stronger inbound conversion.
