Grew CloudAdvisors’ Customer Base by 30% & Revenue by 2.5x by Prioritizing Product UX & User Feedback.
CloudAdvisors is a digital marketplace for HR leaders to purchase and benchmark benefit plans. As the Product Marketing Manager, I defined new product positioning and researched UX product improvements to grow user acquisition. I identified our low user acquisition rate came down to a lack of feedback, and a high product learning curve. My changes to the product saw a 30% increase in clients and a 2.5x increase in revenue.
Problem: Low User Acquisition
Prior to my involvement, user experience was not a consideration — the product was extremely difficult to learn, and frustrating to navigate. I identified two problems I believed led to low MQL acquisition and sales conversion:
High Complexity
The CloudAdvisors’ platform was overly complex, and lacked basic UX considerations such as a search feature, an instant sign up (without contacting sales), and enough white space to understand the information on screen.
No User Feedback
The dev team built features that the CEO requested, rather than features driven by user requests, or monetization capabilities. Features were regularly published that users had not requested, did not need, and did not understand how to use.
I worked closely with the product, sales, and executive teams to gather user feedback and set long-term product goals with the aim of monetization. I introduced the need to set sprint epics, which allowed my marketing team to plan campaigns six months in advance.
I convinced the product manager to prioritize UX, and balanced feature requests (from the CEO) with features that the sales team could actually sell. In all, the dev team completely rebuilt the appearance of the product, and added all new copywriting, under my guidance.
My Solution
Home
The main activity we needed leads to accomplish was to perform a search. We needed to prove our product was as easy to use as we claimed. Past research had shown that once a new user performed a search, they were significantly more likely to gain trust and create an account. So the main CTA I pushed? Search. It’s free.
Before
After My Edits
Benchmarking
Previously, users had to select a comparison group each time they wanted to generate a benchmarking report. Confused, users would email our support team and ask them to generate the report for them. I moved us to a dashboard-style that displayed real-time comparison data for a company’s benefit plan. We developed the Bar Score to display the overall health of a plan at a glance — similar to a credit check.
Before
After My Edits
Search Results
Before
After My Edits
A User-Oriented Product.
RESULTS
2.5x
Increase in YOY revenue.
30%
Increase in number of customers.
34%
Increase in product use measured in time spent searching.
“You always offer to help in any way you can. That’s just the kind of person you are.”
- CEO @ CLOUDADVISORS