We are very grateful and proud that our partner HubSpot recently published a case study of how one of our fastest growing customers - Quinyx together with HubSpot CMS and iGoMoon, managed to grow their traffic 50% in just one year.
Constant growth - essential core for Quinyx
Quinyx is the market leader in SaaS Workforce Management with approximately 500,000 users. In HubSpots case study Johanna Fagerstedt, CMO at Quinyx, explains that the company is “on a mission to improve the lives of millions of people by improving their work lives, driven by the understanding that a happy workforce means a happy, more successful business.” And in order to achieve their mission, they need to move fast. Therefore, Quinyx partnered with iGoMoon about a year ago to redesign their site.
Johanna further explains that constant growth is at the core of how they work at Quinyx, and that a growth mindset in marketing is essential in order to achieve that. Meaning that they have to test, evaluate, tweak and do again - and dare to challenge themselves and strive for constant improvement. And for Quinyx, high-quality tech SaaS-tools are vital to enable this. While thinking through their redesign they at last decided to bring the site onto HubSpot CMS. The transition from their old CMS to HubSpot has made the incorporation of the website into the larger marketing efforts and manage of automation and campaigns more efficient, considering its ease of use for the team.
Increased efficiency and improved results
Since Quinyx brought the site onto HubSpot CMS, they have implemented plenty of improvements, such as personalization into their site experience and chatbots that provide a direct link to sales and sync with Salesforce. And in order to support their lead generation goals, Quinyx and the team at iGoMoon built a custom calculator using HubSpot forms that feeds all new leads directly into their contacts database. The transition to HubSpot has also led to an increased efficiency for the team in terms of getting everyone onboarded, which allowed each person to act as owners with their marketing projects and to move forward in a higher speed.
One can say that since Quinyx moved on to HubSpot CMS their journey has been a great success - they have seen a 50% increase in traffic and sessions, a 20% decrease in bounce rate, and a 30% increase in organic traffic.
So, how did the journey look like for us?
In connection with the publishing of the case study, HubSpot asked us at iGoMoon to share some of our own insights into the redesign and building of Quinyx new website. Our front end developer and designer Martin answers what it was like working on the project, what the greatest challenges were and how we helped Quinyx exceed their expectations.
What, was the most difficult part of this particular implementation?
When we were to redesign and build the new website for Quinyx we had to challenge ourselves. It was not only to design a website following the modern do’s and don'ts, but rather to not only meet but also exceed the expectations Quinyx had on their own brand and how that could be interpreted in the website design. That meant to work a lot on how to showcase their product, their clients and to explain the functionality within the product. When we were going into the development phase it meant of course to reach the design in an interactive way, to make it user friendly and optimised for a website of this age with everything from SEO schema to animations.
It was not only to design a website following the modern do’s and don'ts, but rather to not only meet but also exceed the expectations Quinyx had (...)
To increase the conversion we also built an ROI calculator where we collect contacts into the CRM while giving them a great report built after their answers, in return. The setup needed to be flexible enough so that the team at Quinyx can easily change the questions themselves, and also translate them into different languages, since the website would be multilingual . We decided to go with Vue as the javascript framework, building the component into a HubSpot custom module which posts the results into HubSpot of course, but also to a server which returns the PDF back to them. This meant integrating Hubl, Vue and Laravel into a big conversion machine.
But as the website launched we didn’t stop our work. Later on we implemented a chatbot, and also worked a lot with customising the top block to be extremely smart in what to show the visitor. Quinyx goal was to be able to lift out different cases and messages to different visitors, based on what they know about them in terms of language, market and industry. We had to make sure that the administrators of the website are able to easily control and change the content, and also the width of the changeable content not being enough to just use the built in Smart content functionality in the rich text module. Instead we set up a HubDB-table with columns for all content - everything from market to language, case links, fallback cases and background images. Then we coded it in a way making sure that they can add more rows connected to the Contact properties, and if they were to use more than one case for each branch, it would also be a slider in the top block. When developing this, we used a lot of the Hubl language with different if-statements, Hubdb code and contact properties within the custom module we built.
What piece are you most impressed with and came out better than expected?
The calculator of course. But we are also very pleased with how we could solve the difficulties with how Quinyx would like to use smart content, and how that way was not very well supported by HubSpot yet. So instead, we had to come up with the best possible solution. Not only for the visitors, but also for the marketers so they could really use the big engine and have control over the content without any developer needed. Developers nowadays doesn't only have to focus on building the website, but also to make sure that it is user friendly for the administrators. Examples of this could be to make everything editable in the modules, to name everything in a great way and give the administrators the best order possible when editing, e.g. headline should be edited first in the top block module. But also use all the functionality necessary to create an optimal user experience. That could be hiding the link field if the text field for the button is empty, or maybe set a maximum number of repeats if we expect the website to be too heavy if they have more than 20 repeated blocks - or something similar. So having all of that in mind, we are really happy about how easy we solved this "under the hood". It wouldn't be any different for the end user or visitor, but the way the administrators can handle this could vary a lot.
This is how we helped Quinyx on their journey to achieve their goals. Are you also interested in growing your business? We are always up for new challenges and we look forward to hearing more about you. Give us a call, send us an email or pop by our office for a coffee!