Introduction
CaptivateIQ is on a mission to simplify the way companies plan and execute sales performance — giving revenue teams an AI-first platform that handles everything from commission calculations to incentive strategy.
But even the most powerful platform needs a front door that earns trust. CaptivateIQ's website wasn't reflecting the enterprise-grade product behind it. Friction in the user experience, messaging that didn't resonate with buyers, and a visual identity that felt dated were all standing between visitors and conversions.
They came to ROI·DNA for a website redesign built around one objective: create a modern, user-friendly experience that communicates credibility — and converts.
Let’s get into it.
The Challenge
CaptivateIQ had strong product fundamentals and a growing market presence, but their website wasn’t keeping up. Enterprise buyers evaluating sales performance platforms expect a digital experience that signals sophistication. But CaptivateIQ’s site was creating friction.
The challenge was defined early: modernize the brand experience, reduce UX barriers, and build a homepage and campaign pages that could test and validate new messaging. And it all needed to happen while supporting pipeline goals.
Goal #1
Reduce overall UX friction and provide a better user experience and conversion machine
Goal #2
Increase visual appeal while improving enterprise brand perception
Goal #3
Test new messaging and drive engagement on the homepage
The Solution
We approached the redesign as a performance problem instead of just a visual refresh. We started with UX best practices baked into wireframes, SEO guidance embedded into page copy, and a mobile-first mindset. Faster, cleaner pages rank higher and convert better.
Rather than leading with features, we reworked the content to focus on benefits: guiding each visitor toward the solution most relevant to their goals.
The resulting experience was designed to earn trust with enterprise buyers and move them from interest to action.
Turning redesign goals into a conversion engine:
- UX wireframes & best practices: Applied UX best practices directly into wireframes to reduce friction, clarify navigation, and guide users to high-intent conversion points
- Benefit-focused copywriting: Reworked all page copy to lead with outcomes over features — aligning messaging to the goals of target buying personas and campaign keyword strategy
- Mobile-first design: Prioritized mobile performance to decrease load times and support SEO rankings, as Google favors mobile-friendly experiences in search results
- User flows: Mapped end-to-end user flows to ensure each page moved visitors logically toward conversion, with stronger CTAs that matched stage intent
The Results
The redesigned experience delivered across every tracked metric, and the impact on pipeline made an immediate splash.
Product Tour conversions jumped 34%, a signal that the new UX and messaging were attracting more than just visitors. They were attracting the right ones, and moving them to act.
more product tour conversions
increase in page views
increase in total conversions
Traffic gains were broad-based: direct and organic channels both grew quarter-over-quarter, and intent-aligned calls-to-action drove a nearly one-third lift in overall conversions.
A website refresh on paper evolved into a real demand driver, one that reflects CaptivateIQ’s digital experience with the enterprise-grade platform behind it.
In a world where buyers are forming vendor shortlists through search, AI answers, peer validation, and your broader digital footprint long before they raise their hand, every website visit matters more. When they get to your site, it needs to validate trust, clarify your value, and move them forward. Ready to make yours count? Let’s talk.
