Bizible's challenge
Bizible came to New Breed looking for a partner to help them develop a new website on the HubSpot CMS. In the company's own words, the existing website was the "Frankenstein of B2B SaaS websites," and Bizible wanted the new site to serve as a foundation for lead generation. They also wanted the site to show the business's value proposition and product to the marketplace in a way that represented the true sophistication of their solution — a goal their old site did not meet.
Though Bizible was unhappy with the design of their old site, they weren't yet aware that a newly-designed site on the HubSpot CMS would triple conversion rates!
New Breed's solution
Bizible's new sales-ready website is the epitome of a modern SaaS site. It has an incredibly clean design, minimal but impactful copy, and graphical elements that help convey the value of the platform.
First and foremost, the design incorporated key elements that focused on increasing visitor engagement. The most significant of these is the homepage header, where Javascript is used to rotate through names of Bizible customers with their respective logos. This effect helped to capture visitors' attention and give them the incentive to stay on the site and explore.
Further down the homepage, and throughout the site, variations of trust marks are employed such as:
- A rotating slider of customer testimonials on the homepage (including a "Request a Demo" CTA)
- Simple graphics that walk visitors through the Bizible product
- Industry-specific pages with case studies
In terms of lead generation, innovative elements were incorporated into the site. These included a clear resources section on the homepage and a dedicated resource-center page accessible through the main navigation. Bizible has many engaging content offers that were difficult to find on the original site. By placing these offers in easily-accessible areas of the site, visitors have greater opportunities for conversion.
Next, an inline form was included on all the pages of the site. Paired with the progressive profiling functionality of HubSpot forms, it makes it incredibly easy for a visitor to share their information with Bizible. Additionally, the inclusion of this persistent demo form reduces the hassle visitors have to go through to get in contact with someone at the company.
To enhance UX and increase free-trial conversions, we added a locked navigation bar. For the first time, Bizible decided have a long-scrolling site design, and when you scroll through the pages, the free-trial CTA stays present. Before, if you scrolled past a certain point, you'd lose that opportunity for conversion.
Lastly, to conquer the top of the funnel, the design included a slide-in CTA on the blog. That way, when a reader scrolls down a certain amount, a relevant content offer will appear in the bottom right corner.
These core design elements have been the springboard for the success of Bizible's marketing, and have provided amazing results.
