ANA DIEZ
Accelerating the omni-channel buyer journey
To remove all friction on the DaaS buyer journey from awareness to adoption.
The goal was to create a seamless, connected experience from awareness to adoption by aligning marketing, digital, and product touchpoints. The initiative involved reimagining, rewriting, and redesigning content and experiences across key conversion points to drive clarity, engagement, and conversion.
We realized that our biggest barrier to growth wasn’t awareness—it was friction. By reimagining the entire journey, we created a cohesive experience that moves users from curiosity to confidence.
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Defining the problem
The existing DaaS buyer journey was fragmented, with inconsistent messaging, unclear value propositions, and disjointed transitions between marketing and product experiences. These friction points led to drop-offs and delayed decision-making. To meet growth goals, Citrix needed to unify and simplify the end-to-end experience—guiding buyers with clarity and confidence across every channel.
Self-guided content strategy
We developed a self-guided, optimized content strategy designed to address the top use cases for each buyer segment. This ensured that every visitor, regardless of where they were in their journey, could quickly find relevant information aligned with their needs and priorities.
Conversion-focused experiences
By leveraging personalization and conversational marketing techniques, we curated helpful, conversion-focused experiences that provided seamless access to product trials, pricing, and purchase options—across both Citrix’s eCommerce platforms and third-party marketplaces.
Design execution
We designed a mobile-first, contemporary web experience that is visually engaging, intuitive, and optimized for performance—creating a cohesive digital presence.
The impact
+97%
Conversions
+31%
Engagement
+152%
Lead generation
+19%
SaaS renewal rates
Takeaways and opportunities
This initiative highlighted the impact of aligning content strategy, design, and technology around the buyer’s needs. By focusing on personalization, clarity, and seamless navigation, we significantly reduced friction across the DaaS journey and increased engagement with key conversion points. Moving forward, there is an opportunity to expand personalization beyond the website into other touchpoints such as email and in-product experiences, further unifying the omni-channel journey. Additionally, deeper integration between marketing automation and analytics tools can enable more predictive and adaptive content delivery, driving continued optimization and growth.
