Industry:

Treasury & cash management services

HubSpot Products Used:

• CMS Hub Enterprise

Website:

www.superiorpress.com

Results Overview:

• Decreased bounce rate from direct traffic by 10.70%
• Increased contact-to-customer rate by 5.13%
• Increased referral to contact rate by 50%

Services Used:

• UX Research
• UX Design
• UI design system and high-fidelity design
• Bespoke HubSpot Theme Development
• Site Population & Build
• Content Writing (ESMInbound)
• Website Launch
• Rebranded Marketing Campaign (ESMInbound)
• Superior Design System

The Challenge:

The website was outdated and heavily focused on paper products, offering little information about the company's new customer-experience services. The new website needed to build trust and credibility in the treasury solutions space.

Key Challenges Identified:

• Users struggled to differentiate between solutions and products.
• Horizontal sub-navigation on secondary pages was often overlooked.
• Website navigation and sub-navigation caused confusion for users.
• Video background embeds frustrated users with lack of control.
• Testimonials were hard to spot and lacked specificity in job titles.
• Forms were unclear in what was being asked and the process after submission.

Our Design Process:

1. UX Research & Findings:

Our research methods included stakeholder interviews, usability testing, and website statistics analysis. Key findings included:

• Users were unclear on terminology and felt the video hero section was too large.
• The sub-navigation was often lost on hover, and product names and button names didn’t always match.
• Users were confused by embedded video backgrounds, unsure if they could control them.
• Forms needed more clarity in terms of what was required and what would happen next.

2. Solutions Implemented:

We addressed these issues by implementing the following changes:

Navigation & Product Pages:

• Renamed "Bank and Business" to "Product & Solutions" to reduce content duplication and simplify navigation.
• Added a "Superior for You" page, allowing users to self-identify as either a bank or business, and explore relevant content.
• Differentiated product and solution categories with unique colored content blocks for easier navigation.

Home Page & Video:

• Simplified the homepage to show clearer differentiation between solutions and products.
• Gave users full control over video elements (play, pause, volume) and avoided video backgrounds.

Forms & Contact:

• Redesigned forms to ensure clarity on what was required and what users could expect after submission.
• Improved form headings and "thank you" messages to align with user expectations.

Testimonials & Social Proof:

• Increased the size of testimonial sections and ensured job titles were more specific.

Component Design & Development:

We designed and developed a custom suite of modules for the website:

• Used atomic-based components to develop modular designs.
• Each module had customisable elements, allowing for flexibility in layout creation.

Results:

• Decreased bounce rate from direct traffic by 10.70%.
• Increased contact-to-customer rate by 5.13%.
• Increased referral to contact rate by 50%.
• Launched the website on time and within budget, delivering a rebranded platform with improved tracking and clear goals.

Client Testimonial:

"We've been able to expand our capabilities with your team's support and ingenuity through the design and implementation of both creative executions and technical platforms."
- April Levin, Vice President of Marketing, Superior