In this episode of "Design is Marketing," Federico interviews Elisabet Innala, the head of marketing at Planacy, about effectively redesigning a B2B SaaS website.
Elisabet shares her extensive experience in marketing, particularly in the B2B tech industry, and discusses the strategic and executional aspects of website redesign.
She highlights the importance of understanding the target audience, the balance between quantitative and qualitative data, and the necessity of having a clear and concise message.
Elisabet also emphasizes the value of customer testimonials and continuously improving the website for better lead generation and conversion rates.
Key Takeaways
Strategic Timing for Redesign: Recognize the right moment for a website redesign based on both qualitative insights and quantitative data, such as high click rates but low conversions or outdated aesthetics.
Simplicity and Clarity: Ensure your website answers the key questions—what is this, who is it for, and why do I need it—clearly and concisely to prevent visitors from getting overwhelmed and leaving.
Continuous Improvement: Treat your website as a living entity, making regular updates and adjustments rather than waiting for a full redesign every few years.
Engagement Through Relevant Content: Enhance engagement by offering content relevant to the user's interests, such as webinars, articles, and product sheets, directly on the related pages.
Incorporating Customer Insights: Utilize feedback from sales and customer success teams, as well as former customers working within your company, to align your website's messaging and functionality with the actual needs of your target audience.
Full episode: https://www.sparkr.co/design-is-marketing/ep-14
All the episodes: https://www.sparkr.co/design-is-marketing More on Sparkr: https://www.sparkr.co
Connect with the host: https://www.linkedin.com/in/federico-spiezia