Organic research redesign
Significant product improvements
SEMrush started out in 2008 as a small group of SEO and IT specialists united by one mission — to make online competition fair and transparent, with equal opportunities for everyone. After ten years of trailblazing experiments and constant progress, SEMrush has grown into the world's leading competitive research service for online marketing.
million users

million keywords

geo databases

million domains

Artem Gendler (UX)
Pavel Matveev (PO)
Organic research redesign
Significant product improvements
5 months
Organic research is on of most popular SEMrush services.
Updating this service was one of SEMrush company goals.
Redesigned organic research
I've worked with Domain Analytics these services helps users to get instant insights into strengths and weaknesses of your competitor or prospective customer. It provides information about traffic sources, top content, search performance and many other.

From business point of view these services stays on top of conversion funnel. So you cant overestimate their importance for paid user acquisition.

First step was quite easy. Redesign couple of services about 60% of new components were already created.

Next step was to create a feeling of a good product.Most of negative feedback from users was about error states and limitation of functions according to plan. I found 17 limitation cases and about 40 error states. We wanted not only to remove friction points but to create opportunities for conversion growth.

We try to show all what our system capable of. So user can see all paid features upfront and showing them we make users want them to use.

First example. Without paid subscription user can only see first 10 rows of data in every report. We not simply hide them, we show all data excluding keyword and url. So user can see importance of this data. In this way we have tried to increase the probability of a paid subscription.
Second example we have Advanced Search we show ability to add multiple requests, include or exclude parameters all but applying it. So user understand capabilities.

Knowledge of our possibilities might lead user to ideas where our possibilities will be useful.

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