Case Studies

Website Redesign & CRO — IPG

Scope

Website Development & Conversion Rate Optimization (CRO)

Timeline

Start: August 1, 2025

IPG’s website was built on Svelte with confusing navigation and a basic design that made it hard for both visitors and the IPG team to find their way around. Marketing Juju rebuilt the site on WordPress, then applied a structured CRO process to keep improving it based on real user data.

Navigation was unclear, and the design didn’t differentiate IPG from competitors. Conversions were minimal — over a six-month period, the site generated just 10 key events (quote requests, WhatsApp messages, sign-ups combined).

The Solution

Website Rebuild We migrated the site from Svelte to WordPress and restructured it around how people actually shop for insurance: clear navigation, and a dedicated transactional page for each major insurance type — with detailed descriptions, Q&A, key points, and a benefit summary.

On design, we moved away from the industry’s default — stock photos of smiling families — toward a more human, true-to-life visual identity, taking cues from how Lemonade (lemonade.com) has redefined the category.

Ongoing CRO A website isn’t a one-time deliverable, so once the new site launched, we treated it as the start of a continuous optimization process, using a live Google PPC campaign as the real-world testing ground.

Our CRO Methodology

GA4 data reports → Client interviews → Heatmap analysis → A/B testing = CRO

GA4 reports show where visitors come from and where they drop off.
Client interviews add human context to the data.
Heatmap analysis pinpoints pain points and opportunities on the page — before any changes are made.
A/B testing validates the fix against real visitor behavior, run to statistical significance (95% confidence, two-proportion z-test).

For IPG, this process (via Nelio) targeted two touchpoints: the Employee Benefits landing page and the email capture pop-up.

Results

Employee Benefits page — heatmap-informed redesign, then tested:

	Original	Optimized
Click-through rate	2.69%	3.15%
Conversion rate	0.00%	0.70%
Conversions	0.00%	100.00%
Statistical confidence	—	89.5%

Six-month site performance (Aug 2025–Jan 2026 vs. prior 6 months):

Metric	Change
Sessions	+58.9%
Events per session	+15.1%
Key events	+1,020%
Session key event rate	+485%

Growth held across channels: Organic Search key events +3,350%, Referral +1,400%, Organic Social +200%, Direct +216.7%.

Conclusion

The redesign gave IPG a clearer, more human website. The CRO process — GA4 data, client interviews, heatmaps, and A/B testing — is what keeps it improving. This isn’t a one-time project; it’s a regular cycle we run for IPG on an ongoing basis.