[ Industry case study — Analytics & CRO ]

Experiment-led redesign lifts NAVEX contact conversions 156%

Cro Metrics rebuilt navex.com with an experimentation-first process, a modular design system and a headless CMS. Conversion rate on the Contact Us page rose 156%, navigation engagement rose 13.4% and the Pricing and Demo pages also converted at higher rates.

Original project by Cro Metrics ↗Industry reference — not a NexSum Labs engagement.

Client: NAVEX
Industry: Risk and compliance software (SaaS and lead generation)
Services: Conversion rate optimization, Experimentation, UX research, Design system, Headless CMS implementation
Year: 2025

Professionals collaborating with an upward growth arrow over the NAVEX redesign results

+156%

+13.4%

navigation engagement

20+

reusable content blocks in the design system

The client

NAVEX is a global provider of risk and compliance management solutions for enterprise buyers. Its website had grown complex and difficult to scale, which made personalised content, lead quality and consistency across international markets harder to manage. NAVEX partnered with Cro Metrics on a full experiment-led redesign of navex.com, built around data-driven UX, a modular content architecture and a more scalable CMS.

The challenge

The existing site was not optimised for NAVEX's global, multi-segment audience. The team needed a modern, scalable redesign that would improve lead quality, streamline content management and strengthen the user journey from discovery through conversion. Content also had to stay consistent across international markets while remaining easy to update.

The solution

01UX research

The engagement opened with extensive UX research to identify pain points and conversion barriers across the site before any design work began.

02Modular design system

Cro Metrics created a modular design system featuring over 20 reusable content blocks, each with desktop and mobile variations, so NAVEX could create, update and scale content easily.

03Headless CMS and localization

The site was developed on a headless CMS (Sanity.io) to support agile publishing, translation and content management, with localised content strategies and flexible templates for regional requirements.

04Navigation and journey optimisation

The navigation structure was streamlined with clearer hierarchy, categorisation and discoverability cues, making it easier for buyers to find information that matched their stage of the journey.

05Continuous experimentation

The redesign was guided by ongoing testing of navigation elements, form placements and calls to action, with each test feeding iterative design improvements.

The results

The experiment-led redesign improved engagement, usability and lead quality while creating a scalable, future-ready foundation. Conversion rate on the Contact Us page rose 156%, navigation engagement rose 13.4%, and the Pricing and Demo pages converted at higher rates as well.

Tools & stack

Sanity.io

Original project by Cro Metrics ↗ — published by the delivering agency, included here as an industry reference.

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