SaaS / UX Research · Australia / Global
Product Marketing Site for a Usability Testing Platform
Loop11
Loop11 needed a sharper product story — who usability testing is for, what “done right” means, and a trial path that matched SaaS buyer expectations.
Client: Loop11 · Location: Australia / Global · Industry: SaaS / UX Research
The problem
The site spoke to everyone and convinced no one. Feature pages lacked buyer-job framing, and trial signup felt disconnected from use cases.
- Vague homepage promise
- Weak persona landers
- Trial CTA inconsistent
- Proof/case evidence scattered
The solution
Flexus rebuilt messaging around UX researchers and product teams, with use-case landers and a cleaner activation funnel.
Our work
Product marketing co-authored copy; Flexus owned design systems and funnel engineering.
Positioning sprint
Interviewed customers and reframed “testing done right.”
Use-case site system
Built persona and workflow pages with proof modules.
Trial funnel build
Simplified signup, instrumentation, and onboarding handoff.
SEO + paid alignment
Aligned landers to intent queries and preserved ranking metas.
Team time invested
SaaS product-marketing engagement.
| Role | Focus | Hours |
|---|---|---|
| Strategist | Positioning | 80 |
| UX / UI | Landers | 140 |
| Content | Use-case copy | 110 |
| Developers | Funnel | 200 |
| SEO / CRO | Growth QA | 70 |
Total Flexus effort: ~600 hours across 4 months.
Results
Trial activations improved 2.2× after the relaunch. Sales noted better-qualified inbound demos.
- 2.2× trial activations
- Clearer persona journeys
- Higher demo quality
- Consistent trial CTA system
“Buyers finally recognize themselves on the page. Trials stopped being random.”
— Product marketing, Loop11