VaultWise (name changed for data protection reasons) approached me to review the current website regarding usability and structure and to develop improvement suggestions based on that. Despite a recent relaunch and the implementation of various marketing strategies, the desired conversion rates did not materialize. The software security provider initially suspected that issues with usability and long contact and demo request forms might be the cause.

A thorough analysis reveals: Out of 170,500 visitors, only 1,643 (1%) accessed the product demo page, and even fewer accessed the contact page. The short dwell time indicates that the content is either not relevant enough or not understandable enough for the target audience.

Potential conversions do not fail at the end of the user journey, the contact form, but rather at the beginning and in the middle. High exit rates and short dwell times indicate a lack of content relevance and insufficient user guidance. This hypothesis was addressed in the subsequent design, and the page was restructured and designed according to established best practices.

The optimized product overview pages use concise, practical headings, making product features comprehensible for technically savvy and business-oriented users. The clear layout and strategic graphic accents enable good content readability.

Unlike the old product demo form, the redesign focused on a clearer layout, greater transparency, and actively conveying the value of the product demo. As a result, users gain a clear understanding of the benefits of the product demo before (and not after) filling out the form.

The original product detail pages primarily highlighted the potential problems associated with inadequate software security. The communication was therefore problem-oriented, not value-centered, and ultimately not user-centered. In contrast, the new concept transparently presents the benefits and provides relevant information for both technically and economically oriented users.

Clear and user-centered communication of product benefits is important. Even more crucial is eliminating uncertainties and helping users quickly and easily find the product that suits them best. The "How It Works" section is designed based on this principle, ultimately guiding users to a product that meets their needs.

Practical Perspective: The product detail page showcases selected use cases sorted by industry. This allows end customers to better assess both the theoretical and practical benefits of VaultWise for their own needs.