B2B landing page redesign that lifted demo requests 31%

A cybersecurity ISV, mid-market focus, ~40,000 monthly visits, paid search driving 60% of traffic, engaged Simplileap when demo request rate stalled at 1.4% despite rising ad spend. Heatmaps showed users scrolling past a dense feature grid without reaching social proof; mobile forms abandoned at company-size dropdown.

Discovery: stakeholder interviews revealed three distinct buyer roles (CISO, IT manager, procurement) landing on the same URL from different campaigns. Analytics showed 68% mobile traffic but desktop-first mockups in circulation.

Design problems we addressed: hero headline described product architecture not outcome; logos sat below fold; primary CTA competed with secondary "download whitepaper"; trust badges duplicated inconsistently across localized pages.

Approach: role-aware hero variants via CMS fields (not three separate sites); proof strip with quantified outcomes directly under hero; progressive disclosure form, email and role first, firmographics on step two; responsive type scale tested at 320px width.

Handoff: Figma dev mode with spacing tokens mapped to Tailwind config; Lottie animation replaced autoplay video for LCP; engineering implemented on Next.js with A/B framework for hero variants.

Outcome: demo request conversion 1.4% → 1.83% (+31%) over eight weeks with stable traffic mix; mobile completion rate on forms up 24%. Client described as APAC-focused security software vendor, name withheld.