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: the Dreamforce conference. The annual business conference attracts 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. I worked directly with the Director of Marketing 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 were able to reduce bounces by a statistically significant figure.
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