Ops software site with one clear demo path
About project
Website Redesign · Website Design
ClearPath Ops is an operations software platform sold to teams evaluating SaaS tools on problem fit, integration capability, pricing signals, and comparison against incumbents. Many arrive from paid search with high intent. Ops software buyers follow a predictable path: confirm the problem, check proof and integrations, assess pricing tier fit, then book a demo. When three CTAs compete, pricing sits behind a PDF gate, and comparison content is missing, evaluators research themselves into a dead end.
Challenges & approach
Problem
ClearPath's site offered three competing CTAs, gated pricing PDFs, and no comparison content. Evaluators who matched the ICP left without booking because they could not self-qualify on pricing or answer how ClearPath differs from incumbents. Homepage button clutter caused decision paralysis among qualified segments clicking from ads with clear problem intent.
Solution
We rebuilt the funnel as problem, proof, price signal, demo. A dedicated comparison page answers how are you different from X. Pricing moved out of the PDF gate. One primary CTA per page replaced homepage button clutter that caused hesitation among qualified ICP segments.
What we focused on
Single CTA per page
Each page drives one next step instead of three buttons that caused decision paralysis. Qualified evaluators from paid search reach demo booking without competing actions fighting for attention.
Open pricing signals
Pricing tier signals moved out of a gated PDF so buyers can self-qualify before demo. Ops teams evaluate budget fit early and avoid calendar time with mismatched segments.
Dedicated comparison content
A comparison page answers incumbent questions in one place. Evaluators searching how ClearPath differs from existing tools find proof without emailing sales for basic due diligence.
Problem-first funnel order
Navigation and page sequence follow buyer evaluation: problem fit, proof, integrations, price signal, then demo. Internal product taxonomy no longer dictates the first screen evaluators see.
Integration proof placement
Connector and workflow proof sit where technical evaluators look before booking. Integration fit is often a gate in ops software shortlists before pricing enters the conversation.
Process
We audited the demo booking funnel and rebuilt homepage hierarchy, pricing presentation, and comparison content around buyer decision order before launch.
Discovery
We found three drop-off points between ad click and demo booking: unclear value, hidden pricing signals, and competing CTAs that caused hesitation among qualified visitors.
Customer and competitor research
Ops software vendors that convert lead with comparison pages, open pricing signals, and one demo path. ClearPath was benchmarked against that evaluation standard from paid search traffic.
Information architecture and messaging
Navigation and page order were rebuilt around how ops software buyers evaluate: problem fit, proof, price signal, then contact, not internal product taxonomy.
UX design and conversion journey
Wireframes removed CTA clutter and placed demo booking after pricing and comparison content. Forms capture stack and use case so sales qualifies before the calendar invite.
Search/local visibility foundations
Comparison and feature pages target ops software queries evaluators use during vendor research. Structure supports paid landing alignment and organic comparison searches.
Launch tracking optimisation
Time-on-site and demo bookings were tracked by segment from launch. Reporting focused on ICP-matched visitors who stayed long enough to reach pricing and comparison pages.
Results
Fewer
Competing actions
Qualified segments get one next step instead of a page fighting itself.
1
Primary CTA per page
Each page now drives one next step instead of three buttons that caused decision paralysis.
Open
Pricing signals
Buyers can self-qualify before demo without downloading a PDF or guessing tier fit.
Compare
Page added
Incumbent comparison content answers differentiation questions evaluators ask before booking.
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