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Denys Trokhymchuk

UI\UX Designer

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Period

2022 - 2025

Business model

B2B

My role

UI\UX Designer

Team

Marketing

What's been done

✅

I redesigned the PPC landing page, which resulted in a 4x increase in click conversion

✅

I redesigned the “Book a Demo” page, resulting in a 3x increase in demo form conversions

Context

The main objective was to analyze the existing PPC landing page and increase conversion. After implementing the new design, we significantly improved click-through conversions on the “Book a Demo” CTA

Based on performance data, we also decided to redesign the “Book a Demo” page to improve the more business-critical conversion and increase overall funnel efficiency

See live version

Work stages

Analysis of the previous version

Using Microsoft Clarity and Google Analytics, we identified clear optimization opportunities to improve landing page conversion. We reviewed Scroll Maps and Click Maps, analyzed session recordings, and validated insights against performance metrics across multiple time periods. This data-driven analysis guided the redesign decisions and improved the page’s conversion flow

Research

I analyzed competitor B2B SaaS pages and identified effective patterns: a step-by-step structure, clean design, and a clear emphasis on the product’s value

Moodboard and defined hypotheses

Initial prototypes

We had a team call where I presented my prototype solutions and defined the key hypotheses

Prototype

Design

A key decision was to highlight not only the platform itself, but also the results achieved by companies that chose our product

Results block

Avatars integrated into the sections showcase customer outcomes

A step-by-step landing page structure so that, while scrolling, the user feels like they’ve already gone through the entire journey—from creating courses to analyzing results

Step 1

Step 2

Step 3

Step 4

Step 5

Add more animated sections to make the website feel more dynamic

Integrations section

Adapt the design for smaller screens without sacrificing clarity or conversion

Mobile adaptation

First result

Results block

Redesign the “Book a Demo” page

After a few weeks, we reviewed the post-launch data and identified an opportunity to optimize the demo request form. We analyzed user behavior and key funnel metrics, then refined the page to improve completion rates and strengthen the end-to-end conversion path

See live version

Research & validation

Conducted desk research for the “Book a Demo” page to understand user behavior and identify optimization opportunities

Reviewed Microsoft Clarity insights (Scroll Map, Click/Heat Map) to validate engagement patterns and interaction hotspots

Ran an A/B test to compare form placement (left vs. right) and confirm the most effective layout

Analyzed competitor demo/lead-capture pages across B2B SaaS products to identify common patterns and best practices

I held a call with the team where I presented the design hypotheses, and we aligned on the most relevant ones to validate and implement

Demo request page prototyping

After we aligned on the selected hypotheses, I quickly drafted a prototype, synced the team on the direction, and then moved into designing the final demo request page

Prototype

Design

A key focus was to make form completion more interactive, add strong social proof, and clearly communicate what happens next after submission. At the same time, the page reinforced product value to further increase user confidence and interest

Based on the A/B test results, I kept the F-pattern reading flow and placed the demo request form on the right side of the page

On the left side, I added a step-by-step guide so the customer would know what happens after requesting a demo

At the bottom, I added customer cases and logos to provide social proof
and confidence in the choice

We turned the form into a two-step flow to reduce perceived effort and increase completion. Users start with a short, low-friction first step, and only then see the remaining fields. By introducing complexity progressively—once users have already invested effort—we keep momentum and significantly lower the chance of drop-off

Form completion stages

Thank You page design

One of the key moments in the user journey is the Thank You page, and we intentionally avoided making it generic. Instead, we designed it as an interactive touchpoint that keeps users engaged, encourages them to stay on the site a bit longer, and explore the product