SaaS HR Platform Drives 18.5% More Leads by Highlighting Complete Feature Set

Highlights

A large B2B HR SaaS solutions provider came to us with a challenge: their homepage wasn't converting visitors into leads effectively. Their premium HR outsourcing services needed a digital presence that matched their market-leading position.

Here's how we transformed their homepage into a lead-generation powerhouse, driving an 18.5% increase in form submissions with 96% statistical confidence.

The Challenge 💡

The data told a clear story: users weren't engaging with critical service information below the fold. Despite offering comprehensive HR management solutions, the homepage failed to effectively communicate their value proposition.

Key challenges we identified:

• Limited engagement with service sections below the fold
• Unclear presentation of comprehensive HR solutions
• Poor content discovery on mobile devices

Our Solution ⚡

We implemented a data-driven redesign focused on clarity and user engagement. Our solution centered on streamlining the presentation of services with clear content blocks and benefit statements.

Key implementation elements:

• Redesigned content blocks with benefit-focused messaging
• Six icon-based benefit statements with supporting text
• Expandable content sections optimized for mobile users
• Enhanced "all-in-one" messaging to emphasize comprehensive services

Technical Implementation

Our approach targeted all modern browsers and devices with responsive design optimization. We maintained consistent navigation and header elements while enhancing the mobile responsiveness across all devices.

Test parameters:

• Duration: 49 days (Jan 14 - Mar 4, 2019)
• Total users: 345,684
• Device targeting: All devices
• Browser targeting: All modern browsers (IE 7-10 excluded)

The Results 🎯

Quick highlights:

• Form submissions increased by 18.5%
• Conservative lift estimate: 11%
• Statistical confidence: 96%
• Test participation: 18.38% of traffic

Here's the detailed data after 49 days:

Results Table:

Why It Worked

The success of this test reinforces several key principles in SaaS homepage design. Clear, benefit-focused messaging combined with strong visual hierarchy significantly impacted user engagement and conversion rates.

Key findings:

• Users responded strongly to the "all-in-one" messaging strategy
• Mobile-first approach maintained engagement while solving space constraints
• Improved visual hierarchy led to better content discovery
• Simplified presentation reduced cognitive load while maintaining detailed information

For Saas, particularly in complex industries like HR solutions, simplified presentation of comprehensive services helps potential clients better understand the value proposition. Our test results demonstrate that reducing cognitive load while maintaining detailed information availability creates an optimal environment for lead generation.

Let's Talk 💬

Want to see similar conversion rate improvements for your B2B website? Let's discuss how our data-driven approach can transform your digital presence.

Appendix: Detailed Test Parameters and Statistical Analysis

Test Configuration

Statistical Analysis