As a global software company, it was essential that their website and digital strategy was cutting edge and leading the financial market. Their development was being held back by their current site which was outdated, uneditable and unanalytical.
They required a site which focused purely on acquisition, lead generation and analytics.
"As part of our Digital transformation journey, we required an innovative website which encapsulated the characteristics of Basware whilst focusing on lead generation and conversions. Greenwood Campbell applied sophisticated UX methodologies and research as the foundations, gradually evolving and building the layers to create a slick, immersive and user-centric experience for our customers. We were impressed with the design options presented by the Greenwood Campbell Team and the partnership demonstrated to deliver a complex, UX orientated Design and Build project on time and on budget."Lars Madsen
Chief Marketing Officer at Basware
We conducted user surveys at the Basware Connect conference, talking directly to their clients and partner base and analysing their user habits on the current site.
Next, we completed Tree Testing - to validate that the stepping stones we were proposing were logical, accurate and recognisable. Then we focused on card-sorting to decide which basic categories should be used. This ensured we didn’t waste time investing in a feature such as live chat, if users found it to be of little importance.
We ensured the user was getting what they needed from the company - not the company getting what they needed from the user.
We were able to break down components such as call to actions, communicating images or testimonials into an organism library - creating three or four options for each.
By doing this we were able to create a fully functioning prototype for user testers to fully engage with, without any build required. Users were questioned on their experience - “How easy did you find your journey?”, “Did you want to be sold or suggested other items?".
We concentrated on what the user knew - they had something they wanted to achieve. We spoke to them in a language they understood, providing them with a solution rather than selling them a product and allowing them to discover and explore at their own pace.
It has achieved a 38% increase in traffic, an amazing 30% increase in conversions and a 64% increase in average session duration.