How We Helped AuthoredUp Boost Conversions by 64% [Webflow Growth Case Study]

This case study aims to show you a process we used to develop the AuthoredUp website in Webflow.

We will guide you through the analysis we conducted and how we planned the whole process and website to help AuthoredUp increase conversions in the future.

Let’s begin.

Challenge

The goal of this project was to create a dynamic and user-friendly website for AuthoredUp - a LinkedIn content creation tool that helps individuals build their presence and personal brand on LinkedIn.

Before we started developing a website, we analyzed the performance of the existing one and saw many areas for improvement.

Not only in the development and design space but also from the SEO perspective.

The old website issues:

• Non-properly optimized for the user journey and funnel conversions
• Lower conversions that we were predicting they could be with improvements
• The homepage wasn’t communicating all the USPs precisely
• There were a lot of pages that were missing
• The pages weren’t completely optimized in terms of UX and SEO
• There wasn’t any long-term SEO strategy defined or idea of which keywords we should target and how
• Blog posts weren’t targeting the right keywords, were non-properly optimized, and were underperforming

Here's a look of the old website:

The development of AuthoredUp’s new website went through 4 iterations.

The goal was clear - developing a functional and well-performing website that will be easy to scale as the business grows.

With a focus on seamless user experience and modern design aesthetics, the website was envisioned as a vital tool for marketing and brand building.

Results We Achieved

1. First and foremost, the new website look:

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2. Since we launched the website, the number of signups increased by 57.2% during this period, and conversions went up by 64%. 

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Here’s the trend in conversion growth that started going up instantly after the launch:

UPDATE(Sep 3rd, 2024.):

Since we released the new website, created new product and alternative-based pages, updated the old blog posts, created new ones, and optimized conversions, we started generating qualified traffic and leads at scale.

At the moment we started working with AuthoredUp, they’ve had around 400 organic clicks per day on average. 

3. We increased that number to 1600+ organic clicks per day, resulting in 189K organic clicks in the last 7 months.

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From February 10th, 2024(when the new website was launched), until May 26th, 2024, this is the trend of AuthoredUp leads growth - from around 65 daily signups to 180+ signups per day.

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4. In this period of 3 and a half months, we helped AuthoredUp generate 2,600+ signups - which is over 650 leads per month.

Here’s a process of how we did it and how you can do it for your project.

If you want to boost your organic traffic and start generating leads at scale, just as AuthoredUp did, let’s chat and see how we can help you.

A Brief Summary of the Approach Taken

Here are the steps we took during this process to ensure a fully functional and responsive website that drives qualified traffic and converts like crazy:

• Analyzed the Needs and Goals - Conducted thorough discussions with AuthoredUp stakeholders to understand their objectives and requirements.
• Identified the Most Fit CMS Platform for the Website - After carefully evaluating various CMS platforms, Webflow was chosen for its flexibility, ease of use, and ability to accommodate AuthoredUp's requirements.
• Listed All the Pages to Create - We compiled a list of website pages based on the needs and goals, ensuring that all content and functionalities were included.
• Collected All Resources for the Website - We gathered relevant resources such as images, links, reviews, testimonials, and icons to be used throughout the website.
• Prepared the Design System - Established a design system that defined typography, color palette, layout principles, and component libraries to maintain consistency and coherence across the website.
• Designed the Website and Gone Through Improvements - We used the prepared design system to create mockups and prototypes of the website's layout and interface.
• Developed and Prepared Elements for Future Pages - We began developing and preparing reusable website components that would streamline the creation of pages.
• Integrated compelling copywriting that effectively communicated AuthoredUp's value proposition and resonated with the target audience.
• Conducted rigorous testing to ensure the website's functionality across different devices and browsers.
• Implemented search engine optimization(SEO) best practices to improve the website's visibility and ranking on search engine results pages.
• Set the Tracking Tools - Implemented tracking tools such as Google Analytics to monitor website performance, track user behavior, and gather insights for ongoing optimization.
• We researched the keywords, mapped the clusters, created the SEO strategy, and defined the topics we should write to establish authority in the niche.
• We optimized the existing blog posts according to the keyword research and based on the existing content performance and potential.
• We started creating new blog posts covering the whole funnel flow and product and alternative-based pages to get new sources of leads and improve website conversions.

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1st Iteration - Analyzing the Tool and Its Features

To ensure the website's effectiveness, a thorough analysis of AuthoredUp needed to be done properly. 

This involved examining various aspects such as its functionality, user interface, and features that resonate with AuthoredUp's target audience. 

Based on our analysis of the LinkedIn tool and extensive market research, we mapped out the features and functionalities essential for AuthoredUp's website structure.

This involved identifying core elements such as: 

• Its platform and Chrome extension, 
• Content creation and editor feature, 
• Drafts and snippets, 
• Detailed analytics, etc.

Based on this, we prioritized features that aligned with AuthoredUp's business objectives and differentiated from competitors so we could present them in the best possible way.

2nd Iteration - Design Phase

Throughout the design phase, the focus remained on creating a visually appealing, user-friendly, and brand-aligned website that effectively communicated AuthoredUp's value proposition and catered to the needs and preferences of its target audience. 

Iterative feedback and refinement ensured that the final design met the highest quality and usability standards that we defined at the start.

1. Ideation, Wireframing, and Prototyping

Creating a board in Figma with design examples and ideas for AuthoredUp’s website was the first step here.

We initiated the design process by putting everything in one place and creating:

• Design guidelines, logos, and color palettes
• Website components and different page element ideas based on best UX practices
• Wireframes that we used as low-fidelity representations of the website's structure 
• Copy inspiration and communication ideas generated through surveys

Within this stage, we developed a cohesive visual design that aligned with AuthoredUp's brand identity and communicated its values effectively.

We also ensured that the visual design reflected AuthoredUp's brand guidelines while also resonating with the preferences and expectations of its target audience.

We wanted to make it intuitive and adapt to LinkedIn as much as possible so users can feel good spending their time on the website, just like they’re on LinkedIn.

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We incorporated elements such as color scheme, typography, imagery, and iconography to create a visually appealing and consistent design language.

Based on the existing style guide, we made a few improvements to the old branding guidelines to make the brand more memorable and unique.

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So, once we did it, the design process could have begun.

We started developing pages for desktop and mobile devices to ensure everything was in place exactly as we wanted.

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2. We had to Incorporate User Experience (UX) Principles

Before diving into design, we conducted user research and analysis to understand the needs, behaviors, and pain points of AuthoredUp's target audience.

We applied UX principles to optimize the website's usability, accessibility, and overall user experience.

How?

By implementing intuitive navigation, clear calls to action, and streamlined user flows to enhance user satisfaction and engagement on every page.

After the home and about us page, we improved the old pricing page.

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But it wasn’t the final design.

We solicited feedback from AuthoredUp stakeholders, team members, and potential users at various stages of the design process.

We conducted usability testing to identify usability issues and areas for improvement, making necessary adjustments to enhance the overall user experience.

The enterprise section looked a lot the same as other pricing sections.

As we tested it, we wanted to improve it a bit more and distinguish it in some way.

Output - we got to this new pricing page.

Since we started working on creating content for them, we needed to ensure that the blog section was intuitive and functional.

We implemented all the necessary sections for a great user experience according to the SEO best practices:

• Title and article description
• Date of publication/modification
• The time needed to read
• Author 
• Table of contents
• CTA banners, etc.

3rd Iteration - The Development Phase

After carefully considering various options, Webflow was selected as the preferred technology platform for its robust features, flexibility, and ease of use.

As our team is mostly made of marketers with strong technical backgrounds, we went with Webflow, as it gives the best programmatic SEO capabilities and is aligned with our team’s workflow.

Also, this technology is our main focus regarding Web development & Technical SEO services, so going with Webflow made the most sense.

Webflow's intuitive visual interface allowed for efficient development and customization of the website without the need for extensive coding.

Here’s the technical performance of our website made in Webflow:

Frontend Development by Following Best Practices

The development of the website was approached in iterative phases, leveraging Webflow's flexible platform to implement features efficiently while maintaining scalability. 

Initially, we focused on building essential pages and features that lay the foundation for the website's functionality and user experience. 

We implemented frontend development using Webflow, adhering to industry best practices and standards to ensure optimal performance, accessibility, and responsiveness across devices.

We utilized HTML, CSS, and JavaScript to customize and enhance the website's design and functionality while leveraging Webflow's built-in tools for efficient development.

4th Iteration - Deployment Phase

By finalizing development, optimizing performance, and ensuring compatibility with various browsers and devices, we prepared the website for deployment.

But before that, we needed to ensure everything was set up properly, from website migration and redirections to tracking tools, etc.

1. Setting and Testing Migration in Terms of Redirections and Functionality

Here, we needed to conduct thorough testing to ensure a smooth migration process from the development to the production environment, including setting up proper redirects and preserving functionality.

Here are the practical steps we implemented to ensure the process goes smoothly and without errors:

1. First, we mapped all the existing pages and URLs we wanted to have, which needed redirections in case they were no longer planned to exist.

2. Then, we identified places that were changing the URL structure and created the rules and new destination paths that will be used for the redirections.

3. Once we were sure we covered them all, we started creating redirections within the Webflow.

Note: What really helped us during this process is Webflow’s ability to create wildcard redirects, so you don’t need to redirect the whole group of URLs within the same path one by one. Instead, you can do it within a single step.

Once we finished that, we verified that all website features, links, and functionalities remained intact post-migration, resolving any issues or discrepancies identified during testing.

2. Setting Analytics and Tracking Tools

Before the official launch, we wanted to configure tracking parameters and events to monitor key metrics and goals that will allow us data-driven decision-making and optimization.

We integrated essential analytics and tracking tools such as Google Analytics, Google Tag Manager, Google Search Console, and Facebook Pixel to gather valuable insights into website traffic, user behavior, and marketing performance.

We wanted to measure patterns and trends in user behavior to understand how visitors interacted with the new website and which areas or features were most popular.

So, we tracked every single click on the website.

3. Launching the Website and Conducting an Audit

The moment has come.

We launched the website to the public domain during the weekend when the traffic was the lowest so we could solve any potential blocker or unexpected event. 

Once we made sure everything was fine, we started promoting it across relevant channels and announcing its availability to AuthoredUp's target audience.

We conducted a comprehensive audit to identify any technical issues or performance bottlenecks that may impact the user experience or website functionality.

We also analyzed website health scores, page load times, bounce rates, and other key performance indicators to identify areas for improvement and optimization.

But everything was in place.

Evaluating the Success of the Website against Predefined Objectives

We left the website for two weeks and compared the website's performance metrics, such as traffic, conversions, and engagement, against the previous ones on the old website.

It helped us understand whether the website effectively met its goals in terms of generating leads, increasing brand awareness, and enhancing user engagement.

Reviewing Feedback from Stakeholders and Users

Besides that, we solicited feedback from AuthoredUp stakeholders to gauge their satisfaction with the website's design, functionality, and performance.

It helped us measure our performance, and based on all this tracking and measurements, we:

• Identified areas of the website that did not meet expectations or fell short of predefined objectives.
• Prioritized areas for improvement based on their impact on user experience, conversion rates, and overall effectiveness in achieving business goals.
• Provided recommendations for improving future website development projects based on lessons learned and experiences gained during the AuthoredUp website project.
• Included suggestions for optimizing processes, leveraging new technologies, and enhancing collaboration to streamline development and improve outcomes.

We love letting our clients speak for us:

So once we finished the website launch, the time has come to put more effort into creating new content and optimizing the existing one.

Post-Launch Progress - Organic Growth Execution

At the moment, we have started working with AuthoredUp - they’ve had around 400 organic clicks per day on average and around 65 daily signups before the website launch.

But they had a lot of space for improvement and various challenges that were limiting their growth:

• The pages weren’t completely optimized in terms of UX and SEO
• There wasn’t any long-term SEO strategy defined or idea of which keywords we should target and how
• They didn’t have any lead generation strategy or funnel set within the content
• Blog posts weren’t targeting the right keywords, were non-properly optimized, and were underperforming

Here’s a graph of what was happening with most of the blog posts and how they started decreasing in clicks before we updated them:

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So once we updated those articles - BOOM! 🧨💥

They instantly started growing, attracting many more organic clicks for the right keywords than before(as in the example above), and started converting visitors into leads at scale.

Just look at the boost in signups coming directly through blog posts:

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Here’s an example of a single article update - from below 10 clicks per day, growth to over 120 daily clicks coming from a single article:

Coincidence?

Here’s another one:

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Not bad, huh?!

You can notice how all these articles started growing in the same period - once we finished with the major update process.

Since we released the new website, created a new product and alternative-based pages, updated the old blog posts, created new ones, and optimized conversions, we started generating qualified traffic and leads at scale.

That helped us get some amazing results. Here they are in numbers.

Results

Since we launched the website, the number of signups increased by 57.2% during this period.

This number has increased even more after we implemented some corrections and optimizations on the live version of the website which resulted in 64% growth in conversions.

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You can also see the trend in growth conversions that is going up:

Based on the performance of the last 6 months vs. the previous 6 months, we got to a 128.12% growth in organic clicks. 

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As we mentioned, it was around 400 organic clicks per day initially.

We increased that number to 1600+ organic clicks daily, resulting in 189K organic clicks in the last 7 months.

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From February 10th, 2024(when the new website was launched), until May 26th, 2024(To date when we had access to this conversions data), this is the trend of AuthoredUp leads growth - from around 65 daily signups to around 150 signups per day:

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In this period, we generated 2,600+ signups - which is over 650 leads per month.

And we see no end in growth.

Conclusion

The journey of building the AuthoredUp website and growth has been both challenging and rewarding.

Through meticulous planning, creative design, and diligent development, we have successfully crafted a dynamic place that effectively showcases AuthoredUp's product. 

By leveraging innovative technologies like Webflow and prioritizing user experience, we have delivered a website that meets AuthoredUp's objectives.

We are confident that AuthoredUp’s website will be a valuable asset for the company and a testament to our dedication to excellence in web development, UI/UX design, and SEO.

Looking ahead, we are excited about the possibilities and opportunities to innovate further, refine other websites, and help other businesses grow organically. 

Need help to improve your website and its growth and wanna innovate with us?

Book a free 30-minute call, and let’s discuss how we can help your business grow!