N-iX Contact Us Growth Diagnosis

Original work · 2022

The original interview slide deck.

This is the actual presentation I created for the exercise. It preserves the original questions, assumptions, research sequence, analysis, and recommendations. The original work is deconstructed below so you can see how I moved from the ambiguous brief to the diagnosis, priorities, and measurement plan.

Open the original deck

Context & problem

The page had one job, and buried it.

N-iX is a large software-development outsourcing firm; its Contact Us page is the bottom-of-funnel surface where demand becomes pipeline. The brief just said "improve it." The first move was to find the real problem.

n-ix.com/contacts · the page as given

Original N-iX Contact Us page as given in the brief

The Contact page the brief pointed at, reconstructed from the original working deck.

SURFACE PROBLEM

"Improve this page."

The brief as stated, a design ask with no target, no metric, no owner-goal attached.

DEEPER PROBLEM

Qualified buyers left before the form.

A 71.24% bounce rate and 1.8 pages/visit meant visitors arrived and left before reaching the contact form. The business problem was lead capture, not "a page that looks dated."

ROOT CAUSE

Hierarchy & friction, not bugs.

The one conversion action sat below a wall of text and a decorative hero that "wasted top real estate," with weak social proof and a generic "Send Message" CTA. Bugs, seasonality, and traffic quality were explicitly ruled out.

The first move

Before I evaluated the page, I defined what I still needed to know.

The brief said “improve this page,” but that was not enough information to responsibly prescribe a solution. I started by organizing the unknowns into six question clusters. Where answers were unavailable in the time-boxed exercise, I labeled my assumptions and continued with the strongest public evidence available.

01 · Goal & priority

What business outcome matters most?

Is the primary goal more leads, more qualified leads, or a higher close rate?
How important is this page relative to other acquisition priorities?
What would make this project successful for the business owner?

02 · Problem definition

What evidence says this page is the problem?

Where in the journey are prospective buyers dropping?
Is the issue traffic quality, page comprehension, trust, or form completion?
What has already been tested or ruled out?

03 · Driving forces

Why is this becoming a priority now?

Has performance recently changed?
Are there new revenue goals, market conditions, or internal pressures?
Is another launch, campaign, or sales initiative dependent on this page?

04 · Data & feedback

What behavioral and qualitative evidence exists?

What do conversion, bounce, scroll, and form-abandonment data show?
What are sales and customer-facing teams hearing?
Are there session recordings, surveys, support themes, or lost-lead feedback?

05 · Research & insights

Who is the intended buyer and what do they need here?

Which segment is this page designed to convert?
What questions or objections must be resolved before contact?
Which competitors or category conventions shape buyer expectations?

06 · Funnel & channels

How do people arrive, and what happens after they submit?

Which channels and search intents send traffic to the page?
Is every visitor expected to take the same next step?
How are leads routed, qualified, followed up with, and measured downstream?

The operating principle

I would rather make an assumption visible than let it quietly become a “fact.” That distinction shaped the entire analysis and prevented a cosmetic redesign from being presented as a proven growth solution.

The mechanism

A 10-step diagnostic method, scoped before touching the page.

The strongest signal in the exercise isn't a redesign. It's that the problem got a method before it got a solution: needs before features, data before opinion, a plan to measure before anything ships.

01

Identify underlying needs

02

Marketing audit

03

Competitive analysis

04

User discovery & journey

05

Define the problem

06

Create a solution

07

GTM / marketing plan

08

Test (alpha / beta)

09

Launch & implement

10

Iterate as needed

6 clarifying-question clusters first Goal & priority Problem definition Driving forces Data & feedback Research & insights Funnel & channels

Repeatable by design, the same 10 steps would fit any conversion-surface problem, not just this one page. (Applied here in a single exercise; presented as method, not as a track record.)

The evidence

Opinion, replaced with data.

Before recommending anything, the page got audited across five-plus sources, traffic, engagement, paid landscape, geography, audience, and channels. Click any panel to enlarge.

Traffic & engagement. Rank 705,086 · bounce 71.24% · 1.8 pages/visit.

SimilarWeb overview. ~412K visits · ~29K uniques · session ~1:40.

Keyword traffic. 996 organic keywords; brand + "predictive maintenance."

Social channels. 82.7% of social traffic from LinkedIn.

Geography. Ukraine, Poland, USA, India lead; US/PL trending down.

Audience. Skews male 25-34, interested in programming / dev tools.

Referrals. 12 referring sites mapped (djinni.co, blog referrals).

Paid landscape. SpyFu, Google Ads history & paid competitors.

Tech stack detected: Hotjar · Google Optimize 360 · Google Analytics · SendPulse, used to reason about where users lost interest.

Who & where

A buyer, and the point in the funnel where he leaves.

B

"Bob"

30 · entrepreneur · US-based retail business

Wants to expand software-development capability. Searching Google + LinkedIn, deciding between an in-house team and "faster, easier, more affordable" options. Built segment/subsegment first, and scaffolded with a 5-whys frame, needs and pain over features.

FUNNEL LENS · AARRR

The drop is early.

Framed against acquisition → activation → retention → revenue → referral, the leak sits in the early stages: traffic arrives (acquisition) but doesn't activate, it never reaches the form. Fixing the page is an activation problem.

STATED GOAL

More qualified leads.

"The organization's goal is to get more leads… leads aren't reaching out because they don't even get to the bottom of the landing page." Assumptions were labeled as assumptions, honestly, for the sake of the exercise.

The payload

Four prioritized moves, most impactful first.

Not a wish-list. A ranked set, each tied back to the lead-capture problem.

01 · HIERARCHY

Move the form to the top.

Bring the "Contact Us" form up as the clear primary CTA, even anchor it to follow on scroll, so the one conversion action isn't buried.

02 · FRICTION

Simplify the form.

Keep info-gathering to a minimum; ease the path with suggestions, even a short qualifying quiz after "choosing the right cooperation model."

03 · REAL ESTATE

Replace the hero graphic.

Swap the decorative graphic for relevant content or video, or fade it back. It wasn't serving a purpose and it wasted the most valuable space on the page.

04 · COPY

Fix the CTA copy.

Replace "Send Message" with a benefit-driven CTA that speaks to what the buyer wants, plus reduce text, add scannable titles, and distribute social proof throughout.

Verifiable today

Four years later, the live page reads like the exercise.

A public check of N-iX's current Contact Us page (fetched July 2026) shows most of the 2022 recommendations are now simply how the page works. Framed honestly: this is convergence with best practice / validated judgment, not impact anyone here can claim.

2022 · RECOMMENDED

The exercise said:

Emphasis on form-to-topprimary

Emphasis on social proofhigh

Emphasis on stats / metricshigh

Emphasis on friction / CTA copyhigh

Rebuilt from the original deck's recommendation slides, relative emphasis, not measured weights.

2026 · LIVE ON N-iX.COM

The page now does:

Contact form leads the page, at the top
Short form, name, email, message, "how did you hear"
CTA reads "Submit Inquiry", not "Send Message"
Client logos (Bosch, Siemens, eBay, Inditex) + 4.9/5.0 rating + ISO badges
Stat block: 10 countries · 13 offices · 2,400+ engineers
Friction-reducer: "Typical response time: 1 business day"

Source: n-ix.com/contacts, publicly fetched 2026-07-11. Correlation with best practice, not a claim of influence.

What it demonstrates

Results, tiered by evidence, including what can't be claimed.

● Directly evidenced, from the original working deck

A complete, prioritized growth diagnosis: a 10-step method, a five-source data audit (bounce 71.24%, rank 705,086, LinkedIn 82.7% of social traffic, audience 25-34/developers), a persona, four ranked recommendations, and a KPI/measurement plan. This is the case study.

● Externally verifiable, public, fetched July 2026

N-iX's live contact page today embodies ~6 of the recommendation themes (form-to-top, short form, "Submit Inquiry," client-logo + review social proof, a stat block, and response-time microcopy). Convergence with best practice, evidence the 2022 read was sound.

● Self-reported impact

None, and that's the honest answer. This was an interview exercise that was never shipped, so there is no conversion lift, lead volume, or revenue to report. The value is judgment and process, not outcome.

Closing the loop

A measurement plan, because "ideas" aren't the job.

Financial metrics

Sign-ups / form submissions
Conversion-rate lift
Growth rate, ROI, net profit

User metrics

Bounce rate (the headline problem)
Session length & pages/visit
Engagement & customer satisfaction

Feasibility & risk

Team capacity to measure & analyze
Seasonality / external changes to control for
Risks named, with mitigation

Program awareness

Cross-functional effort across teams & stakeholders
Impact on priorities & timelines
Monitored timeline & success/failure criteria

The earned lesson

The method was worth more than the redesign.

The redesign ideas were reasonable, and time has been kind to them. But the part that would actually predict on-the-job success is the reflex to interrogate the brief, source the problem in data, and plan the measurement before shipping, not the headline brainstorm. If I ran this for real, the next artifact would be an A/B test design (form-to-top vs. control, primary metric = form-submit rate, with guardrails and a decision rule), turning good instincts into shipped, measured outcomes.

Transparency note

The N-iX brand and any deliverables belong to N-iX. This was a candidate interview exercise, not paid client work, and it was not implemented. Visuals are reconstructed from my original working slides, plus publicly available screenshots of N-iX's site. Some embedded audit snapshots reflect public company figures visible in the 2022 working deck, including "19 years on the market" and a Malta HQ. Nothing shown represents work I did not do, and no business outcome is claimed, the page presents thinking, plus one externally verifiable note about how the recommendations aged.

Turning "improve this page" into a growth diagnosis.