Managetrix provides advanced HR software solutions that allow small and medium enterprises (SME’s) to digitally manage the entire HR life cycle, from recruitment through payroll and performance. As Managetrix develops an increasing number of users across Europe, it’s paramount that its new website builds confidence in its ability to deliver high-value HR technology and serves as an effective tool for generating new business leads and creating lasting relationships with customers.
Managetrix Website Case Study by Battersea Web Expert
Managetrix, a provider of human resources (HR) software, has partnered with Battersea Web Expert for the web development of their website to give them an effective digital platform to communicate their proposition to customers and to provide their customers with access to their service in a way that is easy to navigate and provides the strongest opportunity for conversion to users.
Recognized as a leading web development company in Delhi NCR, the team approached the project with a clear focus on performance and usability.
Battersea Web Expert designed a website for Managetrix through the combination of strategic user interface/user experience (UI/UX) design methodology, an architecture that optimises performance and provides a search engine-friendly environment, and a development process that emphasised the principles of search engine optimisation (SEO).
These elements have resulted in a website for Managetrix that communicates both innovation and trust and that translates to the end user as an all-in-one solution for HR.
Understanding the Client’s Needs & Objective
Business Overview
Project Goals
The main aim of designing the Managetrix website will be to present a modern user experience with a proven capacity to convert visitors into leads and ultimately into customers. The overall goal of the project was to create a platform that would help prospective buyers better understand how easy it can be to use their unique HR technology solutions and create a much stronger presence in the digital marketplace, allowing for future growth.
Target Audience
The target audience for the site will be HR Managers, Startup Founders and SME decision-makers who require tools for efficient automation of Human Resources. They are expecting to find information quickly, the benefits of the tools will be clearly articulated and the navigation to be simple. The design of the website should appeal to both a technical and non-technical audience in a productive way.
Core Offerings to Highlight
The Company provides key HR modules like Payroll Management, Recruitment Automation and Performance Management. In order to put these modules on display, the site will be built to highlight the features/benefits the modules will provide like; Time Saving, Compliance, and Improved Employee Management instead of just listing the functions of the modules.
Brand Vision Alignment
The organization desired a web presence that embodies innovation, simplicity, and trust. The design philosophy was to present the client’s brand with a clean and modern aesthetic that is in alignment with current SaaS design trends while at the same time clearly expressing to potential clients the attributes of their product (reliable, efficient and easy to use) for organizations looking to manage their Human Resource operations.
Success Criteria
Success was measured based on increases in website traffic, lead conversion rates, user engagement and keyword rankings. The objective was to achieve measurable examples of positive user behavior and create a strong digital presence to enhance the effectiveness of continued marketing efforts.
Challenges and Requirements Analysis
Outdated Digital Presence
The website’s general principle is to create a positive first impression via its design; therefore, the website’s design did not reflect today’s SaaS norms. … As a failure to convey credibility to potential users and limit conversion prospects of all online presence.
Complex Product Communication
As HR software products tend to contain a relatively wide range of features, the prior site’s failure to convey these features clearly created additional confusion … for prospective customers’ ability to identify value in purchasing the products.
Low Conversion Funnel
Further, the site had no clear user journey to follow through the site to reach leads being generated through it or to either reach out or not to reach out via one of the CTAs. … Making significant changes to improve the conversion funnel by adding additional CTA placements and better integrating CTAs with forms will be a top priority moving forward.
SEO Limitations
Realized was a website that had very little SEO optimization, with many important HR software keywords missing. … There was insufficient meta tagging, weak content structure, and lack of technical SEO, all of which contributed to low search engine visibility and organically reduced traffic to the site.
Performance Issues
Poor loading speed and lack of mobile responsiveness were impacting the user experience. … Given that the vast majority of users access the site from a mobile device, it was critical to improve performance and make the site device-agnostic.
Scalability Requirements
The client needed a scalable solution that would accommodate additional updates/features/ expanded services in the future … without requiring substantial redevelopment for simple content updates or new integrations.
Strategy & Planning
Competitor Research
The analysis of the major players in the HR SaaS industry (i.e. where are they positioned on the website based on design trends and features) helped in identifying what was missing from a competitors page and where Managetrix has an advantage.
User Journey Mapping
A mapped user journey (from landing page > features > converted) to provide a clear page for the users and ensure the journey was fluid and easy to navigate (more likely to engage at all points of interaction).
Content Strategy
Using content that demonstrates value as opposed to technicality to show users how the product resolves actual HR Issues, while reducing confusion and helping the user understand the product, and encouraging the user to engage.
Wireframing & Prototyping
In order to visualize how our product would be laid out and work before we began production, detailed wireframes and prototypes were made. This ensured that the designs matched what users expected from them and reduced the number of times the designs needed to be revised while increasing the overall amount of time that we were able to work efficiently.
Conversion Optimization Plan
We strategically placed calls-to-action (CTAs), lead capture forms, and trust signals in order to increase the number of conversions. In addition, we optimized demo buttons, testimonials, and feature highlight images in order to motivate users to take action.
SEO Roadmap
A complete SEO strategy was developed that included keyword research, page structure optimization, and technical improvements; making sure that the website would rank on a search engine for HR Software related searches.
Custom WordPress Website Development
Results & Business Impact
Website redesign– SEO and UX improvements lead to an increase in organic and direct traffic.
Traffic Growth
Website redesign– SEO and UX improvements lead to an increase in organic and direct traffic.
Lead Generation Boost
Clearer CTAs and user flow improvements led to increased demo requests and contact inquiries (and therefore a better tool for lead generation).
Engagement Metrics
Improved engagement resulted in lower bounce rates and longer session duration; therefore, users were engaged longer due to improved UI/UX design and greater clarity of content.
Conversion Rate Improvement
With the redesigned interface, more users took favorable actions (clicks) due to better messaging examples and an easier navigation experience.
SEO Performance
The new site has gained greater keyword rankings and increased visibility on search engines; therefore, there is now more traffic coming from organic search, which will ultimately increase the site’s overall online presence.
Overall ROI Impact
As a whole, this project has produced a positive ROI from increased leads, engagement, and business growth; therefore, the new website will serve as an asset for future growth as it will provide additional opportunities for expansion.
Conclusion
The Managetrix web platform redesign has overcome issues with the design, performance and conversion of the previously existing site. The site now provides a modern user friendly website experience through which users will achieve the objectives set forth by Managetrix as an organization.
There were many successes attributed to the new Managetrix website, including increased website traffic, increased website conversions, increased user engagement and an increased level of brand credibility in the HR software marketplace. The new website design has developed an excellent platform for future expansion of Managetrix, as it is easily updated, scalable, and provides for continuous improvement on the digital performance of the site.
In order to provide continued growth of Managetrix, ongoing SEO, feature development and performance optimization will be completed. The overall focus will continue to be on optimizing user experience and increasing digital market presence over time.
