Content & Copywriting · SaaS · UX/UI Design · Web Development · Google Ads
HRiFlow Attendance App
A B2B software company specialising in HR and payroll management needed a time and attendance app built for their clients, a website that converts businesses into trial signups, and a Google Ads system to bring in consistent inbound leads.
Results
- Trial signups grew from 14 to 118 per month — 8x increase
- Cost per signup reduced from ₹2,200 to ₹560
- App Day-7 retention improved from 28% to 61%
- Website conversion rate grew from 1.1% to 4.8%
- Monthly recurring revenue grew from ₹1.8L to ₹7.4L
The Challenge
What was holding growth back
HRiFlow had solid HR software behind it but the product was not being communicated clearly anywhere. The website explained features but not benefits. The app interface had friction points that confused new users and slowed adoption. Google Ads were running on broad keywords burning budget without bringing in qualified signups. In B2B SaaS, a complicated onboarding or a confusing website kills growth faster than anything else.
Strategy
B2B buyers do not make quick decisions. They compare, they trial, they discuss internally. So the strategy had to reduce friction at every single touchpoint. Better UX/UI design to make the app genuinely easy to use from day one. Clearer web copywriting to turn feature lists into business outcomes. A faster, cleaner web design to move visitors from landing to trial signup without confusion. And tighter Google Ads targeting to reach HR managers and business owners actually searching for attendance solutions right now.
What We Did
- Audited full app experience and identified five onboarding friction points causing drop-off
- Redesigned dashboard, attendance logging flow, and payroll report section
- Rewrote entire website copy from features-first to outcomes-first
- Rebuilt SaaS website with conversion-focused layout and free trial CTA on every page
- Cut website load time from 6.2 seconds to under 2 seconds
- Restructured Google Ads around high-intent HR and payroll keywords
- Built dedicated landing pages for each ad campaign
- Written full onboarding email sequence to reduce churn in first 30 days
Strategy Overview
Audited the full app experience and identified five friction points in onboarding causing drop-off. Redesigned the dashboard, attendance logging flow, and payroll report section. Rewrote the entire website copy from features-first to outcomes-first. Rebuilt the SaaS website with a conversion-focused layout. Restructured Google Ads campaigns around high-intent keywords with dedicated landing pages for each campaign.
By the numbers
Before vs After
| Metric | Before | After |
|---|---|---|
| Trial Signups Per Month | 14 | 118 |
| Cost Per Signup | ₹2,200 | ₹560 |
| App Day-7 Retention | 28% | 61% |
| Website Conversion Rate | 1.1% | 4.8% |
| Monthly Recurring Revenue | ₹1.8L | ₹7.4L |
Key Insight
The UX work had the most surprising impact. Most SaaS companies focus on getting signups but ignore what happens after. HRiFlow was getting trials but losing them in the first week because the app felt complicated. Fixing the onboarding flow alone increased retention by 33 percentage points without touching the product features at all. On the ads side, switching from broad to intent-based keywords cut cost per signup by 74%.