Salesforce needed to design new home and pricing pages that would be seen by millions of people over just a few days at a dramatic, high-visibility event: Dreamforce 2014. That year, the annual business conference attracted over 135,000 people to San Francisco and 5 million+ viewers online — Salesforce also planned to launch an updated identity as the conference kicked off, so we needed to update everything with the new brand and styling. Director of Marketing UX Denis Griffith brought me onboard to help create top-quality web experiences and convert the highest possible number of qualified leads.
Salesforce is the #1 business application in the world, so stakes were high, and we couldn't afford to make a mistake in UX or design when the new pages went public. We carefully tested each iteration of the Home and Pricing & Editions page designs in an eye-tracking lab before launching the new Salesforce.com. Working with the talented in-house design team, we were able to launch the new Salesforce brand successfully and improve qualified lead conversion on the home page by over 12%. At the same time, we worked to improve the overall information architecture of the product Help pages and reduce bounces by a statistically significant figure.