At the start of 2021, FINAO aided in the development of the new website for our partner Exabeam. This was not a design project for FINAO, but purely a web development project with a very aggressive timeline.
Soon after delivering on the launch, the team at Exabeam noticed some drop off with their performance and conversions. We took a step back from the site and looked at some new user experience adjustments that could help quickly turn the site around.
With a few adjustments, we were able to maintain the brand integrity while tending to the concerns of the Exabeam team.
Organization of typography
Different sizes and weights in your style guide for websites will often enhance the design feel. The problem is that it may affect your overall performance. Google prefers to see H1s at the top and then cascading heading tags following that. By cleaning this up, we can see performance and legibility improvements throughout the page.
One of the first things our team noticed was the volume of items offered in the drop down navigation of the site. It can be overwhelming for a user to know where to start if you offer them too many options.
Looking at page organization was an important step to finding out why some of Exabeam’s pages were not converting. We started by looking at the homepage and stripping away unnecessary elements. Too many resources on a homepage can drive traffic to the wrong places. By highlighting ‘Why I Need This Product,’ ‘How Does it Work?,’ and ‘What are the Solutions?,’ we were able to change the direction of where users were being navigated.
This resulted in a reworking of all the pages on the site to clean up the information level and apply the new typography and imagery for performance.
Why → How → What
The next easy win was making sure that we narrowed down the amount of call-to-action styles that were being used and made sure they all converted for accessibility. This is often something that Google will penalize you for. We then gave the CTAs plenty of room to breathe on the page and placed them in the necessary areas to drive traffic ultimately to demo.
Image optimization and SVG use
The client wanted to move away from stock photography that was adding load time to their pages. We decided to feature the product more throughout the site, but with performance and quality being important, we needed to convert these to SVGs. This is often a time-consuming process, but the results will greatly improve your site’s design and load speed.