Scaling an event-tech marketing website to empower content management and attract better quality leads
About Swapcard
Swapcard is an event platform for trade shows and conferences to organize digital-first events using AI to facilitate networking and generate leads for exhibitors.
The value I contributed
- Overhauled web design process resulting in an increase in web traffic by 57% in one year.
- Conceptualized, designed, and published 40+ pages in 5 months working with leadership, 3rd parties and content team
- Established and evolved design system → speeding up website production from weeks to days.
- Built integrations with Make.io and Zapier to cut company expenses and streamline processes for content, marketing, and product teams.
We needed a real pulse on how well our efforts were translating to users.
Bottlenecks in production stemmed from hosting the website on an outdated framework we could not independently edit, as well as launching landing pages without process for user research or review. Without follow-up on web analytics, there wasn’t a clear picture of what was happening on the site to effectively inform content strategy.
How can we create a more synchronous production cycle for the website, while effectively navigating priorities between stakeholders and attracting the right customer profile?
- Conduct customer and stakeholder interviews to identify areas of focus and align on messaging
- Upgraded CMS from Prismic to Webflow making us less reliant on developers and expanding our options in layout and design
- Overhaul information architecture for clearer user paths and better visibility for content marketing.
- Establish regular reporting using web analytics tools and heatmap analysis to communicate optimizations for content and inform website roadmap
- Provide A/B testing on the company's demo pages and PLG strategy to improve lead quality and reduce form drop-offs.