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Case Study

Designed, Developed, Delivered: The Crux of Building a Website that Converts

Crux Informatics partners with A8 to overhaul their website and fill their funnel.


The Client


Crux Informatics is a FinTech platform that helps companies reliably get the data they need, how they need it and where they need it. By connecting data suppliers and data consumers, the Crux platform allows data to flow at scale. They focus on validating and wrangling data to make it ready for use, removing one of the most resource intensive and non-differentiating steps in the data supply chain today. Working directly with suppliers and serving multiple consumers, Crux removes market inefficiencies and duplications, creating a sustainable offering with economies of scale. They deliver data at a lower cost, with a faster time to market, in a standard easy-to-use way, and at a consistently high level of service and security.

The Problem

BenchPrep had big demand generation goals for the upcoming year, so they knew they needed a solution and a plan in place long before January 1. The situation was tricky given that their product site and marketing site were connected, and to make matters more complex, they had a robust digital advertising presence and a wide assortment of tags and analytics tracking data on the backend of their site. To further compound the problem, their site just wasn’t designed with a marketing funnel to inform the user journey on the site. A B2B website should educate and inform visitors and then offer a seamless way for the visitor to get in touch with the company. And while BenchPrep’s site was certainly educating, it didn’t offer a seamless way for visitors to get in touch and set up a demo of their product. And the worst part of all, is that there was not much they could do about it, as the site lived with their product team so if they needed a change, they were at the mercy of another team who had to code and engineer even small changes.

  • Inconsistent brand experience

  • Impact@2x

    Site Not Optimized for Demand Generation

  • tech-stack

    Limited Tracking

The Solution


Crux already had a baseline of branding ideas and some light designs that they provided to A8 to kick it off. From there, A8 took the designs, expanded on them and transformed them into a website experience perfectly tailored to their audience of sophisticated data suppliers and consumers. For Crux, the design of the site was a highly important component, so A8 spared no detail and listened intently to the vision communicated by the Crux leadership team. The design lent a hand nicely to the user experience which was strategically built to offer relevant opportunities to convert throughout the site. A8 built pop up forms triggered by behaviors and inline forms placed intentionally where visitors are most likely to convert. The forms were then powered by robust workflows that pushed data right into the hands of sales, and pushed communications back to the inbox of the visitor. Finally came development, which included high attention to mobile responsiveness and load times with SEO in mind.

The Outcome

The outcome was a beautifully designed site, tailor-made for the intended audience, resulting in higher conversion rates on the site and a more seamless operational handoff.

Why Aptitude 8?

Aptitude 8 was already working with Crux to optimize their Marketing Operations, so when they started thinking about overhauling their site they were wise in knowing that a website isn’t a standalone marketing tool anymore, it’s deeply connected to almost every system in an organization. They chose Aptitude 8 because of their holistic approach to marketing and technology systems.

The Tools


What the client says...

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