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Intercom recently launched a new website, which is setting new standards for tech startups.
Here's what you can learn from it & implement on the website of your B2B SaaS business.
Here we identified several best practices that can lead to significant improvements in engagement, conversion rates, and overall technical performance.
#1 The Balance Between UI & UX
You can like it or dislike it, but the UI of Intercom's new website stands out by being unique. More importantly, the UX isn't compromised because of it.
The design enhances the brand's market positioning by being different from most websites without negatively impacting user education or conversion rates.
It stays clear and easy to use, even with its unique style.
#2 Multi-feature Sections
By displaying all product features within a single section early on their website, Intercom makes it easy for users to become educated about the product, its use cases, and potential benefits without having to go through the whole page, something that, on average, less than 20% of visitors do.
Implementing this type of section on the website can maximize product-related user education, which will become very important later.
Multi-feature sections can also be found on other websites such as Notion, Framer, Writer.com, and AuthoredUp.
#3 Social Proof & CTAs
After 10+ years of working with different startups, we found out that most conversion problems lie in one of three areas:
- Not enough easily digestible user education on the website
- Not enough social proof elements
- Not enough clarity or quantity of CTA elements
The intercom is really good at all three. On all important pages meant to convert visitors, we can see social proof elements such as testimonials, trusted companies, and statistics, which feel very natural and authoritative.
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Intercom has variations of highly intuitive CTAs, including: "Get Started," "View Demo," "Start Free Trial," "View Pricing," and variations of single and multi-CTA sections.
CTAs are structured well throughout the pages, making it easy for all customers to click and convert.
#4 Technical performance
One of the foundational elements of SaaS growth is definitely SEO.
Companies like Deel, Zapier, HubSpot, and Canva have all heavily relied on organic growth, demonstrating that you can’t build effective SEO without a technically optimized website.
Intercom maintains clear, readable fonts and graphics, ensures strong contrast between background and on-page elements, and optimizes all technical performance details.
Moreover, while complex animations can often hurt technical performance and user experience, Intercom has done a great job by avoiding such animations.
Instead, they use micro-interactions that don’t add significant weight to the website.
#5 Shorter Landing Pages
Intercom’s landing pages are designed to be short and direct, reflecting a growing trend among SaaS websites due to increasing competition and shorter visitor attention times.
Recommend you to try and see if it will work for you.
#6 Low friction from website to app
Intercom has made the transition from the website to the app seamless minimizing the room from friction and potential drop-off during the onboarding.
They have also maximized the probability of users converting from trial to paid by educating people on the website about the inside of its product before they start the onboarding process.
But they didn't stop there. They are also continuing their education and guidance after the registration phase.
#7 Founder-led content
One of the rising trends in B2B websites is content created by founders.
Featuring the face of a B2B brand can create a deeper connection with the audience, potentially increasing retention and lifetime value (LTV).
On Intercom’s website, you can read a statement from their CEO.
Similar founder-led content can be found on Basecamp, Shopify, and Compound.
#8 Design iterations
The last thing that we could learn from the Intercom's new website is that the company of more than a thousand employees is doing website redesign in phases.
The optimization of important pages is prioritized, while secondary ones are still as they were before the redesign. (old pages)
Design or redesign of the website especially for startups doesn't need to take months.
Pages can be deployed quickly, you can learn from the results and make further changes based on the collected data.
So, the iterative approach in website development has proven to be much more effective than the traditional methods.
Conclusion
We hope you find this case study valuable.
Our team regularly creates similar case studies that highlight our expertise and the impact we've made to showcase our work and the results we've achieved with our clients.
It might be interesting for you to read “How We Helped AuthoredUp Boost Conversions by 64%.”
From initial challenges to actionable solutions, see how we transformed AuthoredUp's performance.
In the case study, we dive deep into the strategies and tactics that led to such a significant increase.
If you want to achieve the same results for your business, let’s schedule a 30-minute consultation to help you improve your online presence.
