GENERATING $66K PIPELINE GROWTH BY FIXING ENTERPRISE PLATFORM BUYER CONFUSION.
GENERATING $66K PIPELINE GROWTH BY FIXING ENTERPRISE PLATFORM BUYER CONFUSION.
I led a strategic redesign of Atlassian's enterprise platform pages, reducing the bounce rate by 40%. Through user research and messaging optimization, we boosted user engagement and created $662,000 in additional revenue opportunities.
Results & Learnings
Results & Learnings
Influenced $662K in new enterprise pipeline
Achieved an 80 % response rate—nearly 2× our 45 % target
Cut bounce rate in half, from 80 % down to 40 %
Clearer IA became a reusable template for other Atlassian products.
Reinforced the importance of aligning design, marketing, and SEO from day one.
Influenced $662K in new enterprise pipeline
Achieved an 80 % response rate—nearly 2× our 45 % target
Cut bounce rate in half, from 80 % down to 40 %
Clearer IA became a reusable template for other Atlassian products.
Reinforced the importance of aligning design, marketing, and SEO from day one.
Results & Learnings
Influenced $662K in new enterprise pipeline
Achieved an 80 % response rate—nearly 2× our 45 % target
Cut bounce rate in half, from 80 % down to 40 %
Clearer IA became a reusable template for other Atlassian products.
Reinforced the importance of aligning design, marketing, and SEO from day one.
Project Constraints
Project Constraints
Audience: New visitors and evaluators from paid + organic.
KPIs: Bounce, time on page, demo/CTA conversion, qualified pipeline.
Constraints: Shared components, brand guardrails, short runway.
Audience: New visitors and evaluators from paid + organic.
KPIs: Bounce, time on page, demo/CTA conversion, qualified pipeline.
Constraints: Shared components, brand guardrails, short runway.
Project Constraints
Audience: New visitors and evaluators from paid + organic.
KPIs: Bounce, time on page, demo/CTA conversion, qualified pipeline.
Constraints: Shared components, brand guardrails, short runway.
What we learned
What we learned
Key Findings (Pain Points)
Unclear Value → 60% Drop-off Before Pricing
Prospects couldn’t see how platform solved their problems or what it cost, so they abandoned the page before even exploring pricing tiers.
Undefined Audience → 30% Disengagement
Visitors were unsure if platform was for admins, champions, or executives—leading each group to bounce when they didn’t see role-specific messaging.Hidden CTAs → 70% Scrolling Without Converting
With primary CTAs buried below the fold and styled like links, most users scrolled endlessly without ever scheduling a demo.
Key Findings (Pain Points)
Unclear Value → 60% Drop-off Before Pricing
Prospects couldn’t see how platform solved their problems or what it cost, so they abandoned the page before even exploring pricing tiers.
Undefined Audience → 30% Disengagement
Visitors were unsure if platform was for admins, champions, or executives—leading each group to bounce when they didn’t see role-specific messaging.Hidden CTAs → 70% Scrolling Without Converting
With primary CTAs buried below the fold and styled like links, most users scrolled endlessly without ever scheduling a demo.
What we learned
Key Findings (Pain Points)
Unclear Value → 60% Drop-off Before Pricing
Prospects couldn’t see how platform solved their problems or what it cost, so they abandoned the page before even exploring pricing tiers.
Undefined Audience → 30% Disengagement
Visitors were unsure if platform was for admins, champions, or executives—leading each group to bounce when they didn’t see role-specific messaging.Hidden CTAs → 70% Scrolling Without Converting
With primary CTAs buried below the fold and styled like links, most users scrolled endlessly without ever scheduling a demo.
Design Process
Design Process
Aligned Personas & Assumptions
Ran a 2-hour workshop to define our three core enterprise personas—admins, champions, leaders—cutting research ambiguity.
Targeted Research
Conducted 13 user interviews and leveraged heatmaps, scroll-depth, and click tracking to validate navigation and messaging gaps.Data-Driven Wireframes
Partnered with content design to restructure page hierarchy, prioritized CTAs based on click-through data.
Aligned Personas & Assumptions
Ran a 2-hour workshop to define our three core enterprise personas—admins, champions, leaders—cutting research ambiguity.
Targeted Research
Conducted 13 user interviews and leveraged heatmaps, scroll-depth, and click tracking to validate navigation and messaging gaps.Data-Driven Wireframes
Partnered with content design to restructure page hierarchy, prioritized CTAs based on click-through data.
Design Process
Aligned Personas & Assumptions
Ran a 2-hour workshop to define our three core enterprise personas—admins, champions, leaders—cutting research ambiguity.
Targeted Research
Conducted 13 user interviews and leveraged heatmaps, scroll-depth, and click tracking to validate navigation and messaging gaps.Data-Driven Wireframes
Partnered with content design to restructure page hierarchy, prioritized CTAs based on click-through data.
More Works More Works
More Works More Works
©2024 MANDRO DESIGN
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©2024 MANDRO DESIGN
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