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SaaS – Construction
Improving Product Pages' CRO
Redesigned around 10 UK product pages around customer pain points instead of pure feature lists, lifting demo form fills and cutting bounce rate.
- Industry
- Construction SaaS
- Timeline
- 11-week A/B test to lift demo form fill rate from ~1% to 8.9%
- Objectives
- Turning product page traffic into demo form fills
- Strategy
- Pain point-led product page redesign
The Challenge
Procore's UK product pages drove solid organic traffic but converted at under 1% — pages focused on features and benefits without addressing real user pain points.
Engagement length: 11-week A/B testing program
The Results
- ✓Demo form fill rate (HVFFs) rose from ~1% to 8.9% over the 11-week A/B test. Running it across ~10 product pages at once, rather than a single page, made the impact far bigger than a one-page test could.
- ✓Desktop HVFFs increased by 10.0%.
- ✓Bounce rate dropped by 3.8%.
A product page layout sample
Front side: User pain point Back side: Product solutions
My Approach
- ✓Mined user needs directly from Gong sales call transcripts
- ✓Restructured page layout to foreground customer pain points paired with corresponding solutions, rather than discussing product features and benefits
- ✓Supported each pain point/solution pairing with relevant product imagery
- ✓Went through several rounds of A/B testing to refine the page layout and copy, arriving at the best-performing (winning) version