Driving €1.5M ARR pipeline: 3x usage growth with feature redesign

SEOmonitor is an analytics tool that helps SEO agencies to acquire and retain more clients with efficient SEO campaign management. Based in Romania, serving customers based in US and Europe.

I was responsible for delivering the project from concept to completion — sketches, designs, expectation alignment of the stakeholders and on-time delivery.

Problem

Statistic and session records revealed the problem — users were disengaged with Content Audit widget in Forecast module:

4/10 users noticed the widget and entered Content Audit.
3/4 users immediately returned.

This also hurt our sales process. The widget was hard to demo to potential clients, making it difficult for our sales team to showcase the platform's capabilities.

Solution draft

I drafted quick sketches to validate the idea, gather feedback from stakeholders, and confirm data availability and costs with engineers.

I proposed to expand the existing widget into a separate slide in the main section. Highlight additional sessions and emphasize those impacted by content issues.

Applying design system

Based on the initial sketch I checked few visual solutions and tested if existing design system components are applicable.

We selected the easiest possible implementation that was fully built on design system components and had all necessary data for MVP.

Iterating on the table structure

We iterated on the table structure to make it clear, concise, and highly scannable. We integrated platform’s exclusive opportunity metric, bread and butter of SEO — additional sessions, while also showcasing optimized content categories for data transparency.

We removed unnecessary spacing and found the most efficient and simple way to show the optimized categories.

Exploring layout

We refined the table structure to be clear, concise, and highly scannable. We integrated platform’s exclusive opportunity metric, bread and butter of SEO — additional sessions, while also showcasing optimized content categories for full transparency.

We decided to add a small chart, so users would be able to identify the “amount” of opportunity with a quick scan. It was buildable with 2 divs and percentage of width. No technical complexity.

Hand off

I was responsible for the on-time delivery and expectation alignment of the key players: CEO, Product manager, Backend engineer, Frontend engineer.

De-risking the approach

Information presentation was crucial for this project. So, I decided to implement super raw version with almost 0 design but with real data to validate the approach and minimize risks of wasting resources.

Final touch with upcoming product

Before the final sign-off, team realized that we can include upcoming AI-powered content creation product. And we quickly built a widget integration to help sales team upsell the new product.

We emphasized the value in copy and added a CTA button for the AI product.

Result

Project delivered on time with sign-off from all the stakeholders, including the CEO. Sales team adopted it for demos immediately:

3× usage of Content Audit in Forecast
Feature became a selling point for potential clients
Sales team made it part of standard presentation flow

While my main focus is supporting sales-led growth, I handle various product improvements across the platform — from billing optimization to onboarding flow enhancements.