Accelerating Lead Generation via Website Transformation

8x8, Leading provider of Voice, Video, Chat, and Contact Center
solutions with $353 Million in annual revenue

The Problem

8x8’s digital presence had not kept pace with its rapid growth. The company’s WordPress website lacked the sophistication and scalability needed for a business of its size.

Key challenges included:

  • Poor User Experience (UX): Multiple pop-ups interrupted the browsing experience, frustrating potential customers.

  • Undefined Customer Journey: Both marketing content & the website failed to guide users from awareness to purchase.

  • Bloated Content: Over 2,500 pages of outdated, duplicative content caused confusion and diluted key messaging.

  • SEO Underperformance: The site had never been fully optimized for search visibility and lead generation.

  • Simplistic Market Segmentation: Customer categories were limited to “Small Business” and “Enterprise,” limiting their ability to market effectively to nuanced customer needs.

The Solution

To address these challenges, we delivered a comprehensive digital
transformation of 8x8’s web experience:

1. Platform Upgrade

  • Replatformed from WordPress to Contentstack, creating a scalable, enterprise-ready solution.

2. Customer Journey Focus

  • Redesigned marketing content and the website to support the customer’s buying journey.
  • Simplified product and pricing pages to make complex decisions easier for prospective customers.

3. Sophisticated Segmentation

  • Expanded market targeting beyond “Small Business” and “Enterprise” to identify customer segments aligned with their specific communication needs.

4. Enhanced Website Functionality

  • Identified and implemented new functionality and a best-in-class User Experience to deliver a seamless experience.

5. Content Strategy Overhaul

  • Conducted a deep content audit, replacing 2,500 outdated pages with just 500 targeted pages aligned to user intent and conversion goals.

The Outcome

The new website delivered a cleaner design, smarter architecture, and optimized content strategy.

6x increase in lead generation from 8x8’s largest customer segment, accelerating growth for this $353M business.

Clearer customer journeys and decision paths significantly reduced friction and improved conversion rates.

Strong foundation for scalable marketing and ability to continually enhance website functionality, especially for 8x8’s global business.

Summary Impact

By modernizing 8x8’s digital presence and focusing on the customer journey, Froghop Digital helped transform their website into a powerful growth engine, driving a measurable improvement in lead generation and setting the stage for long-term success.

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