ESW sells into enterprise accounts, and enterprise buying isn’t linear. A single deal has to satisfy an ecommerce lead, a CFO, a legal team and a tech lead before it moves anywhere. Our research found the real blocker for customers wasn’t understanding if ESW could do the job. It was whether an internal champion could defend the decision to everyone else in the room.

On top of that, roughly 70% of the site’s traffic was shoppers tracking a parcel, not buyers evaluating a partner. That noise was drowning out the commercial journey and polluting the data ESW needed to improve it.

We restructured the site around a clear Platform, Solutions and Resources model, giving every buyer role a path that spoke to their concerns. A simple “I’m a Shopper” or “I’m a Brand” split now clears consumer traffic out of the way in seconds, protecting both the analytics and the commercial funnel underneath.

Client logos, proof points and stats now carry the credibility argument early, closing the gap between “I understand ESW” and “I know what to do next.”

User testing confirmed the direction: participants said the new design felt like a global tech company they’d trust with their business.