Experiment-Led Redesign Drives 156% Conversion Rate Increase for Navex

CLIENT

NAVEX

SERVICE

Creative Services, Digital Journey & CRO, Integrated Marketing, Marketing Strategy & AI Consulting, Website Design & Development

INDUSTRY

SaaS and Lead Gen, Technology

+156% CVR on "Contact Us" page

+10.4% CVR on "Pricing" page

+9.3% CVR on "Demo" page

+13.4% Navigation engagement

Business Team Meeting with Growth Indicator

Background

NAVEX, a global leader in risk and compliance management solutions, needed to modernize its digital presence to align with the evolving needs of enterprise buyers. Their website had grown increasingly complex and difficult to scale, making it harder and harder to deliver personalized content, improve lead quality, and maintain consistency across international markets.

Challenge

Improve Lead Quality, Simplify CMS, & Improve the User Journey

NAVEX’s existing website was not optimized for its global, multi-segment audience. The team needed a modern, scalable redesign that would improve lead quality, streamline content management, and enhance the user journey from discovery through conversion.

Solution

An Experiment-led Redesign Backed by Data, Customized for NAVEX

NAVEX partnered with Cro Metrics to execute a full experiment-led redesign centered around data-driven UX, modular content architecture, and improved CMS scalability. Through iterative testing, strategic content localization, and enhanced navigation design, the new navex.com empowered users to engage with content more intuitively and convert at higher rates.

Methodology

Research, Test, Design, Optimize, & Scale

Our team led a full digital transformation of navex.com through an experimentation-first redesign process. The engagement began with extensive UX research to identify pain points and conversion barriers across the site. Then we focused on design, UX, testing, and scalability.

Breaking down the process:

Design and CMS Focus:

We created a modular design system, featuring over 20 reusable content blocks with variations for desktop and mobile. Each block type was refined for flexibility and consistency, making it easy for NAVEX’s team to create, update, and scale content. The site was developed on a headless CMS (Sanity.io), allowing for agile publishing, translation, and content management.

UX and Navigation Optimization:

To simplify the user journey, our team streamlined the navigation structure, improved hierarchy and categorization, and enhanced discoverability through hover states and visual cues. These adjustments reduced friction, improved engagement, and made it easier for users to find relevant information based on their buyer journey stage.

Testing and Experimentation:

The redesign was guided by continuous experimentation, testing everything from navigation elements to form placements and calls-to-action. Each test informed iterative design improvements, ensuring measurable gains in engagement and conversion.

Content Localization & Scalability:

Recognizing NAVEX’s global reach, the Cro Metrics team implemented localized content strategies and flexible templates to support multiple languages and regional requirements. The result was a unified global experience that retained brand cohesion while meeting local market needs.

Results

Increased CVR Across the Contact Us, Pricing, & Demo Pages

The experiment-led redesign achieved measurable impact across key conversion metrics, improving engagement, usability, and lead quality while creating a scalable, future-ready digital foundation for NAVEX.