HubSpot website redesign and rebuild drives 50% boost in referral-to-contact conversions

At a glance

Results in numbers

• 5.13%: Increase in contact-to-customer rate
• 50%: Increased referral to contact rate
• 11%: Decrease in bounce rate from direct traffic

About Superior

Superior is a leading US-based provider of treasury solutions. They transitioned from paper-based treasury services to digital treasury solutions. In 2020, as part of their rebranding efforts, they approached SpotDev to develop a website that reflected their transformation into a comprehensive digital solutions provider. The new website needed to demonstrate their commitment to customer needs and evolving technology while building trust and credibility in this new space.

The Challenge

Superior needed a modern website redesign to better align with its shift from paper-based to digital treasury solutions. The existing site was facing several challenges, such as unclear navigation, ambiguous product and solution descriptions, distracting videos, and confusing forms and communication processes. Users were coming to the website to:

• Log into the customer portal to place orders
• Gather information on products
• Understand the solutions offered
• Make contact or request quotes
• Book an appointment with a consultant

The goal of the redesign was to enhance user experience, clarify the company’s offerings, and streamline user interactions to effectively showcase Superior’s innovative digital solutions and their new customer-experience offering.

The Solution

Step 1: Stakeholder interviews & usability testing

SpotDev conducted stakeholder interviews, usability testing, and analysed website statistics. Key findings included:

• Stakeholder insights:

  1. The company wanted to be recognised as a treasury solutions provider rather than being associated primarily with paper products.

  2. They needed a modern website with tracking and clear goals.

• Usability testing findings:

Users encountered several challenges across the website. On the homepage, unclear terminology, mismatched images, and an oversized video hero section made navigation difficult. Distinguishing between solutions and products was also a struggle. On product and solution pages, the horizontal sub-navigation was frequently overlooked, and unclear terminology added to user confusion. (The GIF below shows a snippet of Superior's previous homepage)

Navigation issues extended further, with users losing track of the sub-navigation on hover and struggling with inconsistent link naming. Background videos caused frustration as users couldn’t restart them, control the sound, or understand why text links were used instead of play buttons. Testimonials went largely unnoticed due to their small size, and job titles lacked specificity, with an unnecessary underline misleading users into expecting a clickable link.

In the "Our Culture" section, the placement of security content felt out of place, and users expected more emphasis on how the company supports clients. Forms and contact pages also posed challenges, as users were unsure about required information and what to expect after submission.

To address these issues, SpotDev implemented several key changes:

Step 2: Website improvements

• Simplified structure: Merged ‘Bank and Business’ into ‘Product & Solutions’ to eliminate duplicate content and reduce user confusion.
• Personalised navigation: Added a ‘Superior for You’ page, allowing banks and businesses to self-identify and access tailored content.
• Enhanced 'About' section: Created a separate ‘Our Story’ page to build trust, while the main ‘About’ page focused on top-level information.

• Improved content organisation: Moved Risk & Compliance Management under ‘Solutions’ based on user expectations.
• Clearer differentiation: Used color-coded content blocks and consistent terminology to distinguish products from solutions.
• Better user paths: Allowed users to self-identify as Business or Bank and explore relevant offerings via homepage and navigation.
• Stronger social proof: Enlarged testimonial modules to improve visibility and credibility.
  

• User-friendly forms: Improved forms with clearer headings, contact methods, and descriptive confirmation messages for better user guidance.
• Refined call-to-actions: Ensured CTAs aligned with specific user journeys for businesses and banks.
• Optimised video experience: Gave users full control (start/stop/volume) and only used video when relevant, avoiding background video embeds.
• Consistent terminology: Standardised use of ‘Products’ and ‘Solutions’ across the website for clarity.

Component, Module Design & Development

SpotDev also developed a suite of custom-branded modules to improve website flexibility and scalability:

• Designed and developed a suite of custom modules for a cohesive brand experience.
• Used components and variants to guide module development.
• Created customisble elements and variant layouts for complex modules, enabling quick and easy layout changes.
  

The Results

Through user-centric design, strategic content structuring, and modular development, SpotDev successfully transformed Superior's old website to modern, user-friendly one. Some key results include:

• Decreased bounce rate from direct traffic by 10.70%
• Increased Contact-to-Customer Rate by 5.13%
• Increased Referral-to-Contact Rate by 50%

The improvements not only enhanced usability but also reinforced Superior’s position as a trusted leader in digital treasury solutions.

What the client said

"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

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