Webropol
Webropol — Focus on User Experience and Measuring It
What we did
Web design, technical site build, SEO and analytics
Platform
WordPress
About the customer
Webropol helps organisations to improve CX (customer experience), EX (employee experience) and data-driven decision-making. Their SaaS product is a modular survey and reporting application, with market research and event management features.
Founded in 2003, Webropol HQ is located in Helsinki. They also operate in Sweden, Germany, and the United Kingdom.
About the project
As an international SaaS company, Webropol seeks to make the presentation and onboarding of their product as easy as possible on all language versions. The website redesign focused primarily on improving the user experience.
Identifying key use cases was critical in this process. Customer acquisition, user journeys, and content planning were guided by keyword research. We also implemented customised tracking to analyse conversion funnels.
Design
A User-Friendly, Modern SaaS Website
The main issue with Webropol’s previous website was a lack of clarity regarding the product portfolio. Customers were not always sure whether it was one or multiple products.
The goal of the new website was to present the modular application in a clear and user-friendly manner. It was crucial to maintain user interest throughout the journey by highlighting the product’s strengths and benefits.
The design for an improved user experience emphasised the informativeness of the main navigation and hero elements.
The website project was preceded by a light brand identity refresh which provided the basis for the new website’s visual design. The aim was to establish credibility as an international SaaS company across diverse markets, from Finland to the UK.
“The product is now clearly presented on the website. The multilingual functionality works really well! That was one of my main concerns when we started the project, as I’m responsible for the content.”
Marika Poghosyan
marketing assistant, Webropol
SEO and analytics
Maximising B2B Website Potential with Keyword Research and Custom Tracking
Webropol’s website renewal also focused on improving search engine visibility. To ensure the content targeted the right topics in the right way, we conducted keyword research covering all four language versions.
The research provided insight into the existing website’s keyword rankings and Webropol’s visibility in search results. Particularly valuable was data on monthly search volumes and competition metrics in organic search and search advertising.
Utilizing the research, content priorities could be based on hard data rather than guesswork. The data guided how service pages were targeted and which keywords would be better tackled with article content.
As part of the launch package, we implemented an analytics setup with customised events to track user behaviour across all four language versions. These events measured how visitors interacted at different stages of the conversion funnel, enabling the Webropol team to immediately begin analysing and optimising site performance with precise data.
“Our service offering is very broad. The new website now clearly communicates the solutions we provide for our customers. Our country managers and sales teams are all extremely satisfied with the update, and I believe our customers will be too.”
Katri Perälä
CEO, Webropol
