Speech therapy software

Portfolio | CRO Case Study

 Grew Sales 30%

Original Design




Improved Design


    
WHO DidiSoft.com
WHAT Redesign Home Page to improve conversions (downloads and Sales) and decrease Exit Rate.
Result

16.3% increase in visitors
(due to reduced bounce rate. I.e., fewer visitors bounced away)

36% Longer time on-page
Users spent 36% more time on the Home page.

Grew revenue 30%
-Atana Krachev, CTO

View Anaytics (Details)

Background

Atanas, the founder, was working as a software developer. One his projects was creating a PGP Encryption library. He then improved it to make it reusable throughout the company. However his boss chastised him for "gold plating" it. So he launched his own company.
He read quite a bit about marketing, and his company was profitable (and supporting his family) but knew his site could be improved.  He discovered me through an online community for software developer entrepreneurs..

I redesigned his home page and increased his sales almost immediately. That seems like a surprisingly fast result until you see the visual impact of just a few  changes.

 

Goal

Improve conversion rate for the Home Page in order to increase downloads (and eventually sales). This company makes a PGP Encryption Library which they sell to software Developers.

Before

 

Issues Found

  1. Headline is lost with white text on dark background, in a small font, with a "wall of text"
  2. Product package "photos" are visually confusing with the curved design, etc. 
  3. Logos on product packages are hard to recognize.
  4. The red "..portal" button is the most dominant
  5. Remove Home and Clients from menu. We are adding Clients to the bottom and you don't need a Home link on the Home Page. Also, they could link the Log at the top to the Home page.  (as Jarod Spool's research shows: every link you add reduces clicks on all other links)
  6. Add Customer logos to the bottom of the page to establish credibility trust and peer validation.

 

 

After  (Proposed Redesign)



Note

  1. I would have preferred to make the header (with logo, menu, etc.) reverse video (light text with a dark background) to de-emphasize it and create stronger contrast for the headline text. However, that would have been much more work for the client. I wanted a quick early win to establish trust and confidence.
  2. I asked them to do an A/B test of the old vs. the new design. So if you visit there's a 50% chance you'll see the old design. 
    Their traffic is quite low so that test may take quite some time to reach statistical validity.

Result

"We had some serious design flaws on our homepage that made it look unprofessional while at the same time we had to deal with some very big and serious clients. Clay's redesign improved the overall first time experience which resulted in almost immediate increase in our flagship product sales."

 

- Atanas Krachev, CTO  DidiSoft