Success story: N2W
A 40% boost in conversions in just a few months? That’s not luck; it’s the result of a clear vision, a structured process, and a partnership where the Head of Marketing and the design and agency work as one team.
This is the story of how Widelab partnered with N2W to transform their Apply for a Demo experience, creating a conversion-focused, brand-consistent website that continues to deliver results.
The Challenge
N2W is a leader in AWS backup and disaster recovery solutions. Their product is powerful and trusted by top enterprises, but their conversion funnel wasn’t telling the same story.
The Apply for a Demo page underperformed. The UX didn’t fully align with the needs of their target personas, the brand visuals felt fragmented, and the CMS setup limited flexibility.
Our shared goals
- Increase conversion rate for demo requests
- Build a future-proof design system
- Align every visual and interaction with the brand’s tone and promise
The 5 steps to 40% conversion growth
Step 1: Defining workshop -> setting the north star
We kicked off with a joint workshop between N2W’s Head of Marketing and our design and dev leads.
We mapped:
- Business and marketing goals
- Target personas and their user journeys
- Competitive benchmarks and brand positioning opportunities
Step 2: Brand redefinition
We refined N2W’s key visuals and tone of voice to reflect authority and innovation.
- Updated typography, color palette, and component styles
- Established brand guidelines for all future touchpoints
- Crafted highly dedicated key visuals to strengthen the brand narrative
- Designed fully custom illustrations unique to N2W
- Ran dozens of animation experiments until we perfected the signature animated cloud effect
This branding stage lasted as long as needed until we reached true perfection.
Step 3: Design with longevity in mind and user-centric UX
We built a scalable design system, enabling the marketing team to roll out new pages, campaigns, and tests without reinventing the wheel.
For the UX, every interaction was crafted around conversion goals:
- Optimized forms with reduced friction
- Clear, persuasive CTAs
- Content hierarchy tuned for skimmability and impact
Step 4: Smooth launch and rapid iterations
We coordinated launch timing to minimize disruption to active marketing campaigns and ensure tracking was ready from day one.
Quick wins came from immediate A/B tests and copy/design tweaks based on real user behavior. This agility was key to hitting the 40% uplift.
Step 5: Measuring results and celebrating success
We closed the loop with a detailed KPI report and a joint retrospective to celebrate the outcomes.
Key results:
- +40% increase in Apply for a Demo conversions
- Improved time on page and reduced bounce rate
- A cohesive, flexible brand presence
- A CMS setup that empowers the marketing team instead of slowing them down
- A visual identity elevated with bespoke key visuals, custom illustrations, and animated elements crafted to perfection
Turning insight into impact
Great websites don’t just look good; they work hard for the business. Our collaboration with N2W.com shows how strategic alignment, high-quality design, and proactive iteration can deliver measurable impact.
By ensuring design fidelity at every stage, we safeguarded that all custom elements—from key visuals and illustrations to animated clouds—met the highest quality standards. If you’re ready to turn your website into a conversion machine, let’s talk.
