Lumen Analytics · SaaS · Data analytics
A rebrand and relaunch that tripled signup rate
- Client
- Lumen Analytics
- Year
- 2024
- Timeline
- 4 weeks
- Services
- Branding, Web Design, Development
3.2×
Trial signup rate
+170%
Demo requests
-31%
Homepage bounce rate
4 wks
Rebrand to relaunch
// The challenge
Where they started
Lumen's product could do things competitors couldn't — real-time anomaly detection at a fraction of the price. But the brand said otherwise: a generic logo, a developer-docs aesthetic, and a homepage headline inspired by a thesaurus ('Leverage Synergistic Data Paradigms').
Investors loved the demo; prospects bounced from the site. The team needed a brand that a CFO could trust in the same quarter the product could deliver.
// The approach
What we did about it
- Positioned Lumen around 'answers, not dashboards' — outcomes over features
- Designed an identity system with data-viz as the visual language
- Rebuilt the site with live, interactive product moments instead of screenshots
- Created a technical-credibility layer: docs-style content for the data team
- Segmented paths for product-led (free trial) and sales-led (demo) buyers
// The solution
What we shipped
The new brand treats data visualization as art direction — every illustration comes from real product output. The homepage leads with an interactive anomaly-detection demo visitors can play with using sample data before signing up.
Dual CTAs route PLG visitors to an instant trial and enterprise visitors to a demo with calendar booking — no forms interposing between interest and action.
// The results
What happened next
- Free-trial signup rate lifted from 1.2% to 3.8%
- Demo requests up 170% with the new dual-path funnel
- Homepage bounce rate down 31%
- Closed a Series A four months after relaunch — deck and site in the same system
“We finally look like the company we already were. The interactive demo on our homepage has closed more deals than any sales deck we've ever built.”
// Ready when you are
Let's build a website that pays for itself
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