INTRO
RazorpayX was already a proven leader in managing vendor payments, but they were expanding into a comprehensive Source-to-Pay solution. The challenge: Source-to-pay processes are deeply complex. They involve procurement, legal, and accounts payable, and are prone to expensive errors like duplicate payments, cost leakages, and compliance risks.
I was tasked with designing a landing page that translated these dense financial workflows into clear, digestible value. My work focused on structuring the information architecture, creating interactive visual cues, and building a narrative that drives product discoverability and increases demo conversions among CFOs and procurement heads.
STATUS
Shipped
TYPE
Landing page design
B2B
Fintech
TOOLS
Figma
Jitter
After effects
Problem
The market knew Razorpay for vendor payments, not as comprehensive Source-to-Pay software.
Dense financial workflows made the product's value difficult to communicate to busy finance teams, creating a high-trust barrier.
Solution
I structured the page to immediately highlight the exact financial benefits and ROI.
Custom interactive graphics, a persistent floating CTA, and strategic social proof simplified the complex cycle and captured user intent.
Impact
The page clearly positioned the platform against established competitors.
The narrative effectively communicated how automation reduces business spending by up to 3.5%. A seamless, trust-building pathway optimized the "Book a demo" funnel.
Final screens
Process
THE PROCESS
I needed to align business goals with marketing narratives before touching the design system.
Because this B2B fintech product targeted a highly specific audience, I couldn't work in a silo. I collaborated closely with Product Marketing Managers (PMMs) to deeply understand the scope, use cases, and our core targets: CFOs and Procurement Teams.
Information Architecture
Mapped out a logical flow that builds trust step-by-step: Hero → Social Proof → Core Features → Overview → Ecosystem → Testimonials → FAQ.
Wireframing
Moved rapidly into wireframes to block out the layout and ensure the marketing copy had the right structural hierarchy.
Visual Design
Leveraged the robust RazorpayX landing page design library to maintain brand consistency while pushing the visual boundaries to explain new, complex features.
DESIGN CHALLENGE - THE HERO SECTION
If you don't build trust and communicate value in the first five seconds, a CFO will bounce.
The hero section is the most critical real estate on the page. It couldn't just look good; it had to instantly answer four questions: What is this? Why should I trust you? What’s the benefit? What do I do next?
To achieve this, I paired a powerful header about financial control with a custom graphic I designed to visually illustrate the product flow. I immediately backed this up with a prominent "Book a demo" CTA and an array of recognizable brand logos to establish instant credibility.
Design upgrades
DESIGN UPGRADE - NAVIGATION RESTRUCTURE
Financial automation is dry. The visual cues needed to do the heavy lifting.
DESIGN UPGRADE - ELEVATING PREMIUM SUBSCRIPTION
Conversion shouldn't rely on the user remembering to scroll back to the top.
Enterprise buyers don't always convert linearly. They might be convinced after seeing a specific feature, or they might need to read a testimonial first.
I introduced a floating Call-To-Action (CTA) button that remains visible at all times. This ensures that the exact moment a procurement head realizes the value of the platform, the action button is already right there waiting for them.
DESIGN UPGRADE - GAMIFICATION & THE READING STREAK
B2B buyers want a comprehensive ecosystem, not just a fragmented tool.
Procurement teams are constantly looking for ways to integrate their entire accounts payable workflow under a single umbrella.
I implemented a Product Carousel to showcase the wider range of RazorpayX offerings.
This not only increases the visibility of different product suites but empowers users to navigate the diverse ecosystem and find complementary solutions for their specific business needs.
DESIGN UPGRADE - THE UNIFIED DISCOVER SECTION
Trust closes deals, and relevance drives traffic.
I couldn't just tell users the product was great; I needed other companies to prove it. I incorporated a dedicated Testimonial section to leverage social proof, as consumers who read testimonials are 58% more likely to convert.
To ensure the page actually gets found by procurement teams searching for solutions, I architected an FAQ section. This provides valuable, text-rich information that improves search engine rankings while proactively answering the audience's most pressing regulatory and compliance questions.
Results
MEASURING SUCCESS
A beautiful landing page doesn't matter if it doesn't drive demos and educate CFOs.
Because the primary goal was to build awareness and increase conversion rates among finance leaders, success relies heavily on tracking funnel performance and on-page engagement. Here is exactly how I would measure the real-world impact:
Are we capturing high-intent leads? I'd track the Click-Through Rate (CTR) of the primary hero button and the floating "Book a demo" CTA to see if the value proposition is actively resonating with procurement teams.
Is the visual storytelling working? I'd use scroll-depth tracking and heatmaps to see if users are actually engaging with the custom graphics in the Overview section, or if they are dropping off before the complex features are fully explained.
Is social proof driving decisions? I'd monitor the interaction rate around the Testimonials and Customer Logos sections to see if users who pause on these trust-building elements are more likely to convert.
Are we capturing organic intent? I'd look at the bounce rate and time-on-page, alongside SEO rankings for the FAQ section, to ensure we are capturing high-quality search traffic from CFOs asking specific compliance and regulatory questions.
The ultimate question I want answered: Does this landing page successfully shift the market's perception of RazorpayX from a simple vendor payment tool to a comprehensive, enterprise-ready Source-to-Pay platform?
LEARNINGS
B2B design isn't just about looking clean; it's about building trust and clarifying complexity.
The biggest challenge of this project wasn't strictly visual—it was translational. I had to take highly complex, risk-prone business processes and design a digital experience that felt safe, streamlined, and completely in control.
By strategically pacing information, leveraging social proof, and creating bespoke visuals that explain the product flow, the landing page stopped being just a digital brochure and became a high-converting educational tool.
