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Industry
Finance
Challenge
VantagePoint's existing website was hard to update, lacked clarity in its message, and did not provide diverse user journeys. The website failed to reflect the company's growth and personality, and a careers section was needed to attract new talent.
Results
SpotDev's comprehensive redesign led to a 50% increase in page views per session, a 9.11% decrease in bounce rate, an increase in session length from 31 seconds to 90 seconds, and a 153% increase in views of case studies.
Key Product
Website Design, Website Development
"I found the research stage of the project especially useful as it gave us valuable insight into how our target audience felt when using our website (something we’d overlooked in the rush to put together our first website!). I also liked that the research was used to clearly define each design decision that was made."
About VantagePoint
VantagePoint is a large, global, inclusive, and diverse consulting firm that offers financial advisory, technology and training products & services for financial controllers, CFOs and C-suite executives.The Challenge
VantagePoint's website was not keeping pace with the firm's rapid growth and evolving personality. The site was difficult to update, lacked a clear message, and did not offer a variety of user journeys for different personas visiting the site. The long lead-time-to-sale meant that users often visited the site multiple times for research before converting, and the website wasn’t a true reflection of the business’s growth. Additionally, there was a pressing need for a careers section to attract new talent. VantagePoint wanted its website to reflect its identity as a disruptor in the consulting world, showcasing its personality and helping to build trust with its audience.
BEFORE
The Solution
SpotDev took an in-depth approach to identify the frustrations and obstacles on VantagePoint's website that hindered user engagement and conversion. The design process began with UX research, including stakeholder interviews, usability testing, and website analysis. This revealed key issues such as unclear messaging, a confusing structure, and frustrating user interactions, particularly on the case study and resources pages.
Based on these findings, several improvements were made:
- Added a "Who we work with" section and clarified value propositions on the
homepage, with testimonials from diverse job roles to build trust. - Simplified the case studies section by removing email submission requirements, enhancing user experience.
- Reorganised the resources and downloads area to separate content, include asset types and reading times, and eliminated gating with an intelligent lead generation form.
- Updated webinars to show video lengths for improved clarity.
- Standardised the layout of service pages for consistency and added more company information to the 'About' page, including a focus on diversity and inclusion.
- Enhanced the 'Careers' section with a "Life at VantagePoint" page and a dedicated job openings page.
- Updated the 'Contact' page with a unique phone number for conversion tracking and an optional email sign-up for newsletters and events.
The branding was also refreshed to be modern, clear, and inclusive while maintaining a professional tone, with an updated voice that focuses on how VantagePoint helps clients. These changes enhanced trust, clarity, and user experience throughout the site.
AFTER
The Results
The results of SpotDev's redesign & user-centric approach to the project redesign were impressive, namely:
- 50% increase in page views per session;
- 9.11% decrease in the bounce rate;
- Session length increase from 31 seconds to 90 seconds;
- Case study views surged by 153%
These metrics demonstrate the significant improvement in user engagement and website performance following the redesign.
Ready for a website that performs and reflects your brand? Let’s transform it
