Interaction Metrics case study
Modernising a corporate site for growth and lead generation in SaaS.
Interaction Metrics helps global brands unlock deeper customer insight through AI-powered, scientifically valid surveys. But their site wasn't doing them justice. Confusing structure, vague messaging and no clear user journey meant missed leads and wasted traffic.
Rebuilding the experience with a strategic shift.
The old site failed the three-second test. Users couldn't immediately understand the unique offering, why it mattered, or what to do next. Core trust signals were buried. The narrative had no flow. Calls to action were disconnected from user intent. We set out to guide users through a persuasive journey that set Interaction Metrics apart. Not with jargon or noise, but with relevance, proof and clarity. That meant value proposition copy, lead magnets, trust signals, responsive layouts and conversion logic.
UX and wireframes to anchor the strategy.
A key objective was to restructure the site to modern SaaS UX standards: a simpler sitemap, tighter navigation, and every page guiding users toward high-intent actions.
Contact page: from static map to high-intent funnel.
The original contact page was purely informational: a static form, a map and zero strategic intent. No persuasive copy, no incentive to act, no structure to guide users toward conversion. The redesign flips the goal from passive contact to active lead generation. • A clear headline and benefit-driven subcopy make the value of booking a demo obvious. • A structured, scannable form reduces friction and lifts completion. • Trust badges, testimonials and urgency copy reinforce credibility and nudge action. • The redundant map is gone, replaced with a purpose-built funnel. Not just a visual upgrade: a strategic reframe of what the page should do.
Responsive by default.
This wasn't a desktop-first project retrofitted for smaller screens. We designed for mobile from the start, as a strategic use case, not a constraint. • Navigation rebuilt: simplified for mobile, guiding users to key categories without confusion. • Content prioritised: headlines, CTAs and value props reordered to surface the most persuasive content first. • Mobile-optimised forms: streamlined layout, faster inputs and inline validation. • Persistent CTAs: key actions stay within reach on scroll.
Creating a digital identity from scratch.
There was no design system to work from, just a logo and some scattered brand colours. We built the visual identity from the ground up: • A refined design language with hierarchy, restraint and logic • A full custom icon suite to visualise the product stack • A modernised palette and type system balancing trust and clarity • Layouts stripped of filler: no more vague graphics or mismatched visuals What started as a tired B2B site now feels fresh, focused and credible.
Developer handover.
To support the HTML build alongside the UI, we delivered: • A full visual system with type, colour and icon guides • Responsive layout rules by breakpoint • Image export kits and content variants • Annotated documentation for interaction logic, hover states and CTA handling The dev team could build with speed and certainty. No guesswork.
From static site to scalable sales engine.
The redesign didn't just modernise the site. It redefined how Interaction Metrics sells online. With clearer messaging, a conversion-structured layout and targeted lead magnets, the site now guides users from confusion to conversion, lifting engagement, lead quality and user confidence.
Ben is a pleasure to work with: creative, responsive, sharp, and not afraid to challenge your thinking when needed, which is absolutely invaluable. His input consistently raises the quality of the final outcome.
Martha Brooke
Founder, Interaction Metrics
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