Auvik

For this one, I'll let the client tell you about our project.

1. Describe the goal of the project.

“The goal of the project was to improve how our network mapping feature pages engage and convert visitors. We wanted to move away from overly product-focused pages that listed features, and instead create a more narrative-driven experience that helps users clearly understand how Auvik solves their problems.

Specifically, we aimed to help users see themselves using the product by tying our messaging to real, common pain points in their day-to-day work. Success meant increasing deeper site engagement and ultimately driving more qualified conversions, such as trials, demos, or sandbox signups.”

2. What in particular stood out about Vesna's approach?

“What stood out most about Vesna’s approach was her deep focus on buyer psychology and how intentionally she applied it to the page. Rather than just highlighting product capabilities, she focused on helping visitors envision themselves using Auvik and experiencing the value firsthand.

She brought in concepts like future pacing and the three layers of jobs to be done—functional, emotional, and social—which added a level of depth that’s often missing in technical product pages. This was especially impactful for our audience, where users are often under pressure and want to feel effective, confident, and seen as strong decision-makers.

I also appreciated how she incorporated techniques like negativity bias to anchor messaging in real pain points, along with more subtle elements like rhythm, alliteration, and strong narrative flow to keep users engaged. Altogether, it created a much more emotionally resonant and compelling experience that felt meaningfully different from our control.”

3. How would you describe your experience working with Vesna?

“It was extremely easy and enjoyable working with Vesna. She’s highly professional, communicates clearly, and moves quickly, which made the entire process very smooth.

One thing that really stood out was how she handled stakeholder interactions. During a call with one of our senior sales engineers, she came in very prepared, was respectful of their time, and quickly got to the heart of what she needed. She led the conversation confidently and made it highly productive, which ultimately helped us uncover insights that made their way into the final page.

Overall, she took ownership of the process in a way that made it easy for our team to stay involved without needing to manage the work closely.”

4. Briefly describe the test(s) you ran.

“We ran a 50/50 A/B test on our network mapping feature page, comparing the existing version against a new, narrative-driven variant.

While MQLs (our primary conversion metric) were a key success measure, we also placed a strong emphasis on engagement. We looked at how users interacted with the page, including how far they scrolled, how they engaged with elements that drove deeper site exploration, and overall content consumption.”

5. What were your findings and/or learnings from the test(s)?

“The results were strong across the board. The new page drove an increase in MQLs while also improving engagement, with users interacting more deeply with the content and exploring further into the site.

We then ran a follow-up test specifically for paid traffic, comparing the new network mapping page against an older dedicated landing page. That test produced even more significant results—the new page generated roughly 2x the MQLs and reduced cost per conversion by nearly 40%.

A key learning was that a more narrative, user-centric experience not only improves engagement but can outperform traditional, conversion-focused landing pages, even for high-intent paid audiences.”

Anything else you feel like sharing?

“This project gave us a lot of confidence in rethinking how we approach our feature pages moving forward. We’ve historically leaned toward more technical, feature-focused content, but this test showed that even a highly technical audience responds strongly to more emotionally resonant, user-centric messaging.

It reinforced that our users aren’t just evaluating features—they want to see themselves succeeding with the product and understand the real impact it can have on their day-to-day work and how they’re perceived within their organization.

It also opened the door for more experimentation, particularly on the paid side, where we saw meaningful efficiency gains. Overall, it’s an approach we’re excited to scale across other key pages.

I would absolutely work with Vesna again and highly recommend her to any team looking to better understand their audience and improve how they communicate value.”

— John Brown, Director of Web, Auvik

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