SecurityCase study

Optimizing a web redesign to measurably increase lead conversion



The leader in online security, Secture found themselves fighting off new competitors and needing to increase the conversion performance of their website. The original website was designed around a folder structure rather than a strategic user journey map with concrete actions. This resulted in an unclear path to conversion and a loss of viable leads.

They partnered with Far Co to lead the strategy and redesign of the website, converting their website into an efficient sales engine with a clear lead-generation funnel.

Our contributions

The team

A small team of conversion experts working alongside the internal Marketing team.

Brian FarrellCreative Director

Fer BaézHead Product Designer

Carlos ParienteLead Product Designer

Daniel LukeContent Strategy and Copy

Ubalio MartinezMotion and 3D

clear performance KPI's

  • 4x

    conversions through Contact Us

  • 2x

    secondary conversions

  • 3.5x

    MQL close rate

The five sprint project plan addressed the uncovered UX and development issues leading to conversion improvement and direct MQL value.

Fer Báez –– Head Product Designer, Far Co

The Process

Defining the benchmark to improve site conversion

Diagnostic of Web Analytics

By analysing the web analytics, we could identify three core problems with the website's performance. Users were dropping off the site at a higher rate than industry average, also accounting for fewer return visitors. Users were not navigating from the original landing page due to "dead-ends" in the experience. Users were not finding the product pages because of hidden CTAs and a lack of a clear path to conversion.

Heuristic UX and Content Funnel Review

We then performed a heuristic UX review of the original site in order to detect issues and its corresponding opportunity related to navigation, accessibility, journey-mapping, and content.

A new content strategy was proposed with specific goals in mind—eliminate duplication, increase return users with ongoing content, create an optimised user-journey, and ultimately increase conversion of the site.

Uncovering the conversion opportunities

An optimised information architecture

A simplified main navigation was proposed to clearly present site architecture from any part of the website. It also achieves product differentiation and serves as an additional tool to emphasise the user-journey.

Content strategy and presentation that reenforces a journey-oriented user experience

Our strategy leverages content to lead users through the funnel taking into account different entry points and mindsets. Paired with the design, it effectively leads users through a natural user-journey to conversion.

Highlighting conversion points throughout the experience

The redesign uses unique CTAs within each section of the site to create contextual opportunities to convert a lead.

–– Creating an efficient sales engine with a clear lead-gen funnel