Webflow Website, CRO & SEO for an AI Startup - Provenance
Ljubomir Bardžić
Ljubomir is a one-of-a-kind designer and teammate, and I effusively recommend and advocate for him with the fullest confidence. Beyond his UI/UX design talent itself – which is spectacular, consistently generating high caliber work with speed – Ljubomir boasts a variety of attributes that make him stand out in the field. He has brilliant intuition, often displaying a deft understanding of complex user challenges and industry dynamics alike. He is a disciplined hard-worker, consistently turning around big and small assignments alike on time or early. He has a growth mindset and attitude, never balking from a task outside of his past expertise. We 100% intend to work with him again and know that anyone else who similarly counts Ljubomir on their team will feel as lucky as we do.
-Steven Greitzer, CEO @ Provenance.co
Summary
Mission
Provenance set out to build a company that reimagines the way people think about community, connection and meaning, starting with how they celebrate major life milestones. With the initial focus being on weddings, they were looking to come out of stealth and launch their MVP to the market, and they needed a marketing website to accompany it.
My Contributions
When we started working, Provenance was still in stealth, so I helped them by designing and developing the Webflow website they launched with. Over the next two and a half years, I helped them update and expand the website as their product offering evolved. This included conversion rate optimization (CRO) and search engine optimization (SEO) efforts, which produced great results, listed below.
I also worked on their app, which I documented in a separate case study.
Results
Helped the company go from straight to profitable
$250.000+ worth of additional organic search traffic generated
0 to 200,000+ couples using their wedding app
63.9% increase in purchase conversion rate
66% increase in signup conversion rate
1554% increase in organic search traffic in 8 months
Featured in Vogue, The Wall Street Journal, The New York Times, and more.
Website Design
As Provenance was getting ready to launch their first product, they needed a marketing website that would showcase their offering and convert visitors into users. I was in charge of designing it, and this included defining the website structure, designing the home page and landing pages for their core tools and use cases, and planning out and designing a blog.
Home & Gifting Pages
The visual design of the website followed the brand guidelines which we evolved over time. The initial guidelines, that were created before I joined the project, included a lot of x-ray images of flora and fauna but over time we replaced them with elements inspired by scrapbooks.
Addressing AI
One of the worries with promoting their products was AI. Their products integrated it very early on, so we didn’t yet know how open people would be to using it for somethings as personal as wedding ceremony and vows. The approach that we went with, that ended up working great, was focusing on what problem each product solves for the user, rather than explaining the fact that the tool is AI powered.
Provenance Tools & Services
The work we did on the website helped shape the brand’s visual identity. The website designs influenced the app, and vice versa. The collages and torn paper transitions originated on the website and made it into the app, and the illustration you see above made it from the app to the website.
Developing the Website
I was in charge of implementing everything in Webflow, and it remained my job over the next two and a half years. As Provenance was releasing new products and evolving existing ones, the website needed to expand and evolve as well. To make this as efficient as possible, I implemented the website in a modular way so that a lot of elements can be reused between different pages. This also allowed for color-coded pages, like the blue shown below, which helps differentiate different between types of products.
Performance
As with any website I build, a lot of focus was put on performance to ensure the website would load fast on any device. Having a website that is slow means that a lot of user will give up before the page even loads, ruining your conversion rates. Since Provenance was a brand new startup, they couldn’t afford to just bleed money, so for the duration of the project, I kept a close eye on the websites loading performance to ensure it stays fast.
Implementing CMS
Since this was a startup website, it was bound to change a lot of they kept evolving their offering. While I personally handled task that needed design and development work, like creating landing pages for new products, I also looked for opportunities to implement CMS so that the Provenance team can easily make updates on their own. We ended up using Webflow’s CMS features for the Blog, FAQs, Testimonials and Press coverage.
Launching the Blog
Having a well-designed, properly implemented blog was crucial for the website's SEO. As we didn't have many articles, I designed the first version to be simple, but as we accumulated more content, I added more categories and sections where it made sense.
These new sections elements improved the user experience, while also helping with internal linking, further supporting our SEO efforts.
Provenance Blog
Optimization
60%+ Conversion Rate Increase
Once the main wedding tools had gone through a few iterations, the focus shifted to bringing in more users and converting them into customers. By running a series of A/B tests, I managed to increase their purchase conversion rate by 63.9%, and their signup conversion rate by 66%, starting from numbers that were already strong.
$250.000+ gained through SEO
While I took care of technical SEO from the very start, for the last 8 months of the project, I co-lead the overall SEO efforts with their Head of Marketing. Through different optimization methods we managed to increase monthly organic search traffic by 1554% and get the traffic cost (metric showing how much money it would take to get the same amount of traffic through paid ads for the same keywords, shown in the screenshot below) to over $20.000 a month, totaling more than $250.000 so far. This number doesn’t include money made by converting those additional visitor into customers.
If you would like to learn more about Traffic cost as a metric, you can check out my article on estimating your website's SEO potential.
USA keywords & traffic
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Posted Jul 20, 2024
Results: 0 to 100 000+ users, 63.9% increase in conversion rate, 1554% increase in organic traffic, featured in The Wall Street Journal, Vogue, The New York Tim
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