Case Study 17
BlueLotus360
Introduction
Industry
Client
Project Type
Roles
- Outdated Brand Perception: The website did not project the company as a modern, international SaaS provider.
- Poor Navigation & Information Architecture: The site structure was not intuitive, making it difficult for users to explore product offerings.
- Low Engagement & Conversion Rates: The site lacked clear calls to action (CTAs), trust signals, and an optimized lead-generation flow.
- Multiple Market Segments: The site needed to serve different business sizes (small to enterprise) and two distinct markets (Sri Lanka and the UK) effectively.
User Research & Insights
A competitor benchmarking analysis was conducted using leading SaaS websites such as Workday, Acumatica, Unleashed Software, and abas-ERP. Secondary research helped identify user behaviors, pain points, and expectations for an ERP/CRM solution website.
User Personas & Pain Points:
Small Business Owners (BlueLotus360 Lite Target)
Struggled to find an affordable, easy-to-implement ERP system.
Needed a clear product breakdown with pricing details.
Wanted fast access to customer reviews and testimonials.
Mid-Sized & Enterprise Businesses (BlueLotus360 Pro & Acumatica ERP)
Looked for scalability and customization options.
Needed a way to schedule demos quickly and get detailed product insights.
Preferred content structured by industry and role to see tailored solutions.
IT & Finance Managers (Decision-makers in Enterprises)
Required detailed technical documentation and integration capabilities.
Sought case studies and data-backed proof of performance.
Key Insights from Research:
- Simplify the Information Architecture: The previous site structure was too broad. Competitors use mega menus to organize solutions by industry, business size, and user role.
- Trust Signals Matter: SaaS buyers prefer social proof (G2, Capterra ratings), case studies, and logos of well-known clients.
- Navigation & Accessibility: A country selector (Sri Lanka/UK) should be prominent, along with a persistent “Schedule a Demo” CTA.
Design Strategy & Solutions
- Categorized products by business size (Lite, Pro, Acumatica) and industry solutions (Manufacturing, Construction, Retail, etc.).
- Each product page includes a short description within the dropdown to provide instant clarity.
- Users can toggle between Global, Sri Lanka, and UK versions of the site.
- Each version has tailored pricing models, contact details, and region-specific testimonials.
- Search & Filter Options for modules like HRM, WMS, POS, etc.
- Created an interactive ERP ecosystem diagram showcasing all modules with descriptions.
- Redesigned with a modern, minimal layout inspired by Workday & Acumatica.
- Consistent color palette (brand book guidelines) for credibility and recognition.
- H1 Heading: Clearly communicates the ERP’s value proposition.
- Two CTAs: “Learn More” & “Schedule a Demo” to accommodate different user intents.
- Product Image Showcase aligned with industry best practices.
- 4.5/5 ratings from G2, Capterra, GetApp, Software Advice displayed prominently.
- Client Logos & Case Studies section to highlight real-world success stories.
- Streamlined the “Schedule a Demo” process with a simple form (Name, Email, Company, Role).
- Added Live Chat & AI-powered ERP Consultation Quiz to assist visitors in selecting the right solution.
✅ Mobile-First Design:
Optimized for fast loading and usability across devices.
Sticky navigation bar with quick-access CTA buttons.
✅ Speed Optimization:
Improved page load time (from 4.2s → 1.5s) by optimizing images and minimizing scripts.
Brand book will open in a new tab
Design System
Final Design (Wireframes & Mockups)
- The final high-fidelity designs were created using Figma and included:
- Homepage Layout with CTA-focused Sections
- Product Pages with Interactive ERP System Breakdown
- Solution Pages for Different Industries & Roles
- Case Studies & Testimonials Integration
- Contact & Demo Booking Form
Results & Impact
| Metric | Before Redesign | After Redesign (Projected) |
|---|---|---|
| Website Conversion Rate | 1.8% | 4.5% (+150%) |
| Page Load Speed | 4.2s | 1.5s |
| Bounce Rate | 72% | 38% (-34%) |
| Demo Requests | 10/month | 40/month (+300%) |
| Customer Engagement (Avg. Session Duration) | 1m 20s | 3m 45s (+210%) |
Qualitative Impact:
- Improved Brand Perception: The site now competes visually with global ERP providers.
- Higher User Satisfaction: Test users reported the site was easier to navigate and understand.
- Stronger Sales Funnel: The new UX flow reduced friction, leading to more conversions.
Key Takeaways & Lessons Learned
✅ User Research Drives Success – Understanding pain points led to better information architecture.
✅ Navigation & Accessibility Matter – Organizing solutions by business size and industry improved usability.
✅ Trust Signals Boost Conversions – Featuring ratings, customer logos, and testimonials increased credibility.
✅ Performance Optimization is Crucial – Faster load times and mobile-friendly design reduced bounce rates.
