Citrix.
Turning a Software Giant's Website Into a Personalized Buying Experience
Service
Web Experience · Personalization
Audience
Enterprise & SMB Buyers
Delivery
2-Phase Strategic Rollout
Project Year
2023
Qualified Leads
Post-launch growth
Session Time
Peak average session time
Form Fills
Up from 1% baseline
Inquiries
Direct sales inquiries increase
The Problem
A Site for Information, Not Connection
The site was built to inform, not to connect. Prospects landed, scrolled, and left without finding what they needed - creating an obstacle in the sales journey rather than being a part of it.
The Approach
Interviews with both enterprise and SMB buyers exposed exactly where the experience lost people. Personas, journey maps, and a personalization strategy were used to turn a static site into a dynamic, intent-driven conversation.
Phase 2 Strategy
Phase 2 extended the strategy further to SMB buyers specifically, using a rapid mobile-first prototype methodology to validate insights and ship high-impact features faster than traditional enterprise cycles.
The Outcome
"The work shifted how the organization saw its website: moving from a marketing asset to its most powerful sales tool."
- ✓
Intent-Driven Experience: Transformed the site from static pages into personalized buying conversations.
- ✓
Stakeholder Shift: Repositioned the digital platform as a core driver for enterprise lead generation.