SaaS Marketplace | Website Funnel | B2B

Agency: Huge

Location: London, UK

Deliverables: Product Strategy | UX Research | Design Thinking | Rapid Prototyping | User Testing

Tools used: Framer | Figma | Adobe Creative Suite

Capterra, a free online marketplace connecting software buyers and vendors, sought to improve upper-funnel conversion rates. Their revenue model relies on vendors paying for traffic and leads, but mid-to-upper-funnel users—those in the early research stage—were not converting effectively. I was brought in to evaluate the current journey, align teams through an Innovation Workshop, and develop an acquisition strategy that builds user trust and drives engagement.

Capterra’s SEM data revealed that 98% of traffic came from low- and mid-commercial intent users, yet 60% of software categories had high bounce rates and low conversion rates.

Lack of user trust in Capterra as a brand, leading to low engagement and return visits.

Unclear search result logic, making it difficult for users to understand how software recommendations were generated.

Insufficient insights on the results page, preventing users from making informed software decisions.

Users lacked knowledge of their needs, resulting in difficulty filtering and choosing software effectively.

Capterra needed a new value proposition for mid-to-upper-funnel business users to increase engagement, lead generation, and data collection.

To refine Capterra’s conversion strategy, we analysed search performance and classified keywords by intent. Low and weak intent keywords accounted for 98% of sessions but had high bounce rates and low conversions. This led to a key question: How might we create a search journey that builds trust and encourages users to return?

An innovation workshop brought together product, UX, and marketing teams to align on objectives and user challenges. We hypothesised that providing software-related insights without forcing users to submit personal details would build trust and drive return visits. The workshop explored solutions for integrating educational content into the search experience while balancing user needs with Capterra’s business goals.

Two concepts were developed based on the hypothesis. One focused on structured learning touchpoints with buying guides and comparisons, while the other introduced inline insights within the search flow. To validate the approach, we conducted two rounds of user testing—unmoderated tests to assess flow preferences and moderated sessions to evaluate trust signals and content value. Testing helped refine the best-performing elements, leading to a final approach that balanced user education and conversion goals.

A high-fidelity prototype was developed, integrating educational content, optimised search logic, and enhanced credibility indicators. The updated design improved navigation, engagement, and the overall user experience, ensuring users felt more confident in their software selection. These enhancements were designed to build trust and encourage return visits, aligning with Capterra’s long-term acquisition strategy.