Dynamic pages: sign-up boost via sample data
Designed dynamic pages to search through the data offering & sample the insights before committing to a demo call.
- DYNAMIC PAGES
- SEO
- WEBSITE
- Company
- Grips Intelligence
- My role
- Lead Designer
- Team
- 1 designer, 1 dev, 1 PM
- Timeline
- 3 weeks
- Platform
- Website (responsive)
Context
Grips offers competitive intelligence on online retailers, delivered via performance dashboards in the SaaS tool. Access to the app's main modules was gated, since the subscription model was “on demand” only. Visitors had to schedule a demo to begin the sales process, but the website on its own didn't inspire confidence in the data's accuracy or coverage.
Problem
- The threshold to schedule a demo call was high, since it was difficult to assess data coverage, completeness, and accuracy from marketing materials alone.
- Grips was missing out on organic traffic from users searching for revenue performance data on e-com retailers.
Solution
Launched dynamic pages that captured that unmet search demand, giving visitors enough of a data sample to build confidence, without giving away enough to skip the sales conversation entirely.
Approach
Groundwork
I started by noting down the questions that needed clarification, some through conversations with PM, others that would only crystalize during the design process.
Status quo
Visitors could search for competitors on the Grips website, but as soon as they selected a result, they were dropped into a sign-up funnel with little chance of converting.
Benchmarking
Analyzed how Grips' direct competitors handled open data on their own sites.
Striking the balance on sample data
Much of the conversation with product and sales centered on calibrating the sample: enough data to give users confidence to schedule a demo call, not enough to inform business strategy without full access to Grips' platform.
Outcome
Live dynamic pages
Once live, the pages drove a clear increase in organic traffic, which was a satisfying result to see. Soon after, though, the sales team, who tracked lead quality, brought up a more nuanced picture: a significant share of that traffic came from students and researchers looking for free data, not prospects with budget or decision-making power to buy. Shortly after, we added a screening form to the demo scheduling flow to qualify leads before sales invested their efforts. The pages succeeded at attracting search-driven visitors; the follow-up fix made sure that the pipeline was optimized for quality leads.
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