How we increased conversions by 385% for Influence Hunter
Influence Hunter is a marketing agency that provides affordable, tailor-made, and data-driven influencer campaigns to exponentially grow brands to new heights.
Completely revamping Influence Hunter’s website
The Influence Hunter Leadership Team wanted to drive more inbound traffic and conversions through the company website as they were facing declining conversions with their current outbound sales process. Our team at ThrillX completely redesigned the company website to increase conversions, improve SEO, and enhance brand perception.
Tools
WordPress
Figma
Photoshop
Illustrator
Roles
User Research, User/Stakeholder Interviews, UX Audit, Usability Testing, Competitive Analysis, Copywriting, Illustration, Website Design, Website Development
Project Timeline
3 months (May 2021 – June 2021)
"Having a high-converting website was something that ultimately helped us become a lot more profitable."
The Results
385%
increase in conversion rate (booked calls)
255%
increase in monthly website traffic
94%
increase in average session duration
Before
After
Global Design System
Influence Hunter operates in the creative space, dealing with brands that need influencer marketing solutions to grow their businesses. The website needed to convey this fun personality akin to the influencer persona while also maintaining professionalism to attract high-level clients. We crafted beautiful illustrations and graphics combined with a simple yet elegant branding kit that helped breathe life into their site.
Research and Discovery
We conducted multiple in-person interviews with Influence Hunter’s primary target market. They served three different market segments and offered solutions for all of them—specifically, small, medium, and large enterprise businesses. Through these interviews, we were able to deeply understand each customer segment inside and out and ultimately ensure the final site reflected these perspectives. This user-centric process helped us tremendously in crafting a tailored experience that spoke to all audiences.
User testing and audit of initial website
We conducted user testing sessions with small to medium-sized business owners who were Influence Hunter’s primary target audience. The first major issue we identified is that users felt overwhelmed upon landing on the website. They felt that there were too many moving animations with a changing header title, banner image, and bouncing arrow at the bottom. As a result, they couldn’t focus on reading the subtitle text without being distracted or frustrated. This immediately diminished the users’ first impression of the site and resulted in them not fully understanding what the company does quickly and effectively.
Too many moving animations
One of the major usability issues identified across multiple user tests was the overwhelming nature of the hero section. There were way too many animations with an auto-scrolling hero banner, auto-rotating text, and a bouncing arrow underneath. Users expressed that this was very frustrating and that they would bounce the site right away or not even engage further.
Hover usability issue
Users found it frustrating to have to hover over each block separately and only view one step at a time since they may have forgotten the previous step. The steps were also not clearly labeled with numbers. Users found that the information did not thoroughly explain the process of how we run influencer campaigns. Due to the complexity of the industry, it was common for competitors to put a lot of information on their How it Works page.
Heuristic and UX/UI Design Audit
Looking at the original website and without any data analysis, we were able to identify multiple UX/UI design and conversion issues right off the bat. Most notably, there were major areas of opportunity from a messaging, design, and conversion perspective. Below is a mini-snapshot of a more detailed audit we conducted.
High Fidelity Designs & Implementation
After creating wireframes and concepts for the initial ideas for the website layout and functionality, we developed high-fidelity designs so that the Influence Hunter leadership team could see the new site before it was even developed. This allowed them to provide iterative feedback and made it a truly collaborative effort.
Post-launch optimization
After launching the website and already seeing a substantial uplift in conversions and revenue as a result, we wanted to take things a step further and do post-launch optimization. Specifically, we launched several A/B tests, user-testing sessions, and custom landing pages to incrementally squeeze out every extra conversion and maximize revenue for Influence Hunter.
Simple change that led to 232% increase in conversions (booked calls)
Changing the “Book A Call” CTA to “Learn More” dramatically increased the click-through rate and sparked more curiosity in users than ever before to fill out the lead form. Our team observed countless users filling out the forms within literally seconds of landing on the site. They felt the curiosity to “learn more” rather than getting intimidated by “booking a call.” As part of this A/B test, we also cut down from two main CTA buttons to just one to keep the core action of the site focused.
Before
After
Shorter forms = more conversions
The forms originally on the site were too long because of both the number of unnecessary questions and the vertical formatting that made them appear longer than they are. ThrillX sat down with Influence Hunter to understand what questions are not absolutely necessary in order to increase the number of conversions while also maintaining the same quality of leads (if not better).
Before
After
Higher Conversions, Satisfied Users, and better UX
Through a series of additional changes, the redesign of Influence Hunter’s website dramatically increased the number of booked calls and high-quality leads, ultimately allowing Influence Hunter to generate hundreds of thousands of dollars in revenue by signing on clients through the website.
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