ServiceNow is a fast growing PaaS (platform as a service) company that’s changing the way people work. By automating old school processes, they’re turning weeks into seconds and saving companies millions of dollars in the process. Unfortunately, their own website didn’t support that efficient, user-friendly story.

They came to ANML looking for a site update that made it feel fresher, more helpful and easier to use. ANML worked closely with the ServiceNow team to find solutions, quickly, focusing on refreshing their design language and improving their overall site experience.

Within three months, their site had a new, modern design and a much simplified user experience that acts as a winning endorsement for ServiceNow’s products and their proposition.

3 Month Timeline
95% More Demo Clicks
39% Less Bounce Rate

Clearer points
of entry

We created obvious entry points on the homepage, so visitors could easily self-identify and find what they are looking for, faster.

Building interest
through data

We traded a boring logo wall for interesting customer data. That move increased our click through rate and improved our bounce rate by 39%.


No one likes being bombarded with buttons. We opted to reveal CTAs only when our visitors were interacting with specific kinds of contact. That made for a cleaner page and a more intuitive experience.

“When it comes to choosing an agency partner, I look for three things: talent in creating innovative experiences, a truly collaborative approach, and people I actually enjoy working with. ANML has all three.”
Rebecca UptmorDirector, Digital Marketing and User Engagement | ServiceNow

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