Case Study 17
BlueLotus360
Introduction
BlueLotus360 is a leading ERP and CRM provider catering to SMEs in Sri Lanka and the UK. Their existing website did not reflect their international aspirations, lacked modern UX best practices, and did not align with competitors in the SaaS industry.
Industry
Client
Project Type
Roles
Key Challenges
- Outdated Brand Perception: The website did not project the company as a modern, international SaaS provider.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.
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
The redesign focused on three core principles: Clarity, Credibility, and Conversion Optimization.
- 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.
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.
