Netgain Optimization Spotlight

Turning Data into Deals – Optimizing Netgain's Web Conversions

The Challenge

After migrating Netgain’s site to Webflow and expanding its content infrastructure, one question remained: Was it working?

We were driving more traffic and launching more campaigns, but we lacked clarity on:

• Which pages and forms were converting high-quality leads
• What types of users were submitting demo requests
• How to accurately attribute pipeline influence

We needed to transform the website from a marketing destination into a performance-driven demand engine with clear data to back it up.
‍

A/B Testing Demo Forms

Using HubSpot embedded forms, we tested two formats:

• A Multi-step form (used only on the /demo page)
• A Short with logic form (used site-wide)

Results:

• Multi-step delivered: 13 ideal customers, $255K+ in pipeline, 0.44% CVR
• SWL had more traffic but fewer qualified leads and 0 Closed/Won deals

Our audience valued clarity and context over brevity. Simpler wasn’t better in this situation. Structured guidance led to better outcomes.
‍

Segmenting by Intent

Next, we split the short with form based on page type:

• On high-intent pages (like /demo), it performed far better: 3.05% CVR
• On marketing landing pages driven by paid channels: just 0.05% CVR

Page context matters. Page context shapes user behavior. Visitors from paid ads needed more trust-building; forms needed to meet users where they were in the funnel.
‍

Refining Based on Funnel Stage

With that insight, I shifted focus to optimizing the broader paid experience:

• Landing Pages: I began auditing and adjusting layouts, headlines, and form placements to better align with ad intent and reduce friction.
• TOFU Content and Assets: For awareness-stage assets like downloadable templates and guides, I simplified forms even further, minimizing fields to reduce drop-off and maximize top-of-funnel capture.

One-size-fits-all forms weren’t serving us. Matching form complexity to funnel stage improved both volume and quality across campaigns.
‍

Channel Optimization

Analyzing lead quality by source revealed:

• Organic search contributed the most ideal leads (14.5%)
• Storylane interactive demos, though low volume, produced highly qualified mid-funnel leads
• NetSuite user submissions surged: 45% in March → 76.5% in May

Channel fit and message alignment were improving and measurable.
‍

Search Performance & AI Discovery

We didn’t just focus on showing up. We focused on standing out. Our SEO strategy prioritized both visibility and click performance within Google, while also preparing our content for the emerging role of AI discovery platforms.

Search Performance (Google):

• 102 keywords ranked #1 in Google, a 20% increase month-over-month
• Our top-ranking pages achieved an average click-through rate (CTR) of 37%, reflecting strong alignment between queries, titles, and metadata
• We actively optimized page titles and meta descriptions to better match user intent and improve SERP engagement
• 204 keywords appeared in Google's AI Overview and 939 in “People Also Ask” sections, expanding our presence beyond traditional results
  ‍

AI Discovery/GEO (ChatGPT, Gemini, Perplexity):

• Our glossary and tools began surfacing in generative answers from ChatGPT and Gemini, bringing in high-intent visitors who discovered us through AI-driven content summaries
• We monitored which Netgain pages were being quoted and cited by AI platforms, then refined those sources to better reflect our messaging
• Key pages, such as the About and Pricing pages, were rebuilt with structured content and expanded FAQs, both to answer user questions directly and improve how AI platforms parse and present our information
• We implemented schema updates sitewide to support better indexing and structured data visibility across search and AI platforms

Ranking is not enough. As the way people search and discover information continues to rapidly shift, being discoverable and trusted across both human and AI-driven ecosystems is vital.
‍

Structuring for Intent: Homepage & Navigation Redesign

Our learnings didn’t just shape forms—they influenced the overall information architecture of the site (how content is organized, prioritized, and accessed).

• We redesigned the homepage to reflect the buyer journey and elevate high-performing content:
  • Featured top-performing webinars and thought leadership on the homepage
  • Promoted key resources via the navigation to meet users where they were in their decision-making
• We simplified the navigation to focus on high-intent paths like demos and use cases
• Pages frequently discovered via search or social—like free tools and downloads—were migrated to the footer, de-emphasizing them in the nav but maintaining visibility

Navigation isn’t about exposing everything, it’s about surfacing the right things, at the right time, for the right audience.
‍

Why It Matters

This wasn’t just about optimizing forms or tweaking UI. It was about transforming the website into a scalable demand engine designed to align with how buyers actually behave, how they find answers, and how they make decisions.

From A/B testing and funnel segmentation to AI-focused SEO and navigation strategy, this project created a blueprint for how Netgain builds, tests, and scales.

It’s one of the clearest examples of how thoughtful UX, strategic experimentation, and AI-aware content structure can close the gap between traffic, conversion, and customer.