The Situation
A single homepage serving two very different audiences — retail investors seeking returns and professional advisers evaluating workflow tools — resulted in messaging that resonated with neither. Advisers wanted to understand compliance benefits, time savings, and client reporting capabilities. The homepage talked about investment performance.
The Turning Point
Heatmap analysis showed advisers spending most of their time on the pricing page — looking for product scope — then bouncing. They couldn't find the features relevant to their workflow. The segmentation problem was costing the company its primary customer.
What We Did — And Why
The new homepage opened with a clear split: 'I'm a financial adviser' / 'I'm an investor'. Each path led to a tailored experience. The adviser journey led with time-saving metrics (average 6 hours/week recovered), then compliance benefits, then an ROI calculator showing the annual revenue impact of reduced admin. Case studies from Dutch independent advisers added social proof specific to the target market.
Our Approach
- 1.Audience segmentation: separate homepage journeys for advisers and investors with a clear fork
- 2.Adviser-specific value messaging: time saved, compliance risk reduced, client retention improved
- 3.ROI calculator showing an adviser's annual time and revenue benefit from switching
The Results
Demo request rate more than tripled. Monthly adviser sign-ups grew 220%. Demo-to-trial conversion also improved as better-qualified, better-informed prospects arrived.
In Their Own Words
“Trying to be everything to everyone means being nothing to anyone. Segmenting our website was the single best growth decision we made.”