In 2017, I teamed up with 90seconds to help overhaul their site’s discovery and conversion channels. By applying some common UX principles to their unique product offerings, we were able to increase feature discovery by 46% and qualified lead conversions by 33%.

90’s site had every features listed within menus that required visitors to click through to a new page before learning more about what each feature does and why it’s valuable.

Discoverability under this pattern suffered from what I call the “chicken/egg dilemma.” If they knew what it was they’d want to visit it, but they can’t know what it is until they visit it.

A review of site analytics confirmed this issue. 90% of visitors saw only 1 page, and about 8% saw only 2. In order to lift this metric, we created “mini pages” for each feature to surface within the menu while a visitor was hovering.

An example of their current site 90seconds.com using this pattern today.