Lower bounce rate by 30% for BILDA Rainscreen System
BILDA Rainscreen needed to build trust with customers and drive awareness, as well as conversions digitally. A redesign of the homepage decreased bounce rates by 30%.
88% of people left the homepage
Their website's homepage had a 88% bounce rate and no inquiries coming in online. The company was selling an innovative facade fixing system. They wanted to build trust with their international clients and make it easier to receive inquiries online, as well as set up a holistic, consistent journey to support their clients.
A clear value proposition
I collaborated with the client and a marketing expert to understand the audience. We also crafted a clear value proposition that we later distilled to focus on each segment of users' needs.
Homepage metrics before and after the redesign
Improving the information architecture
I reviewed analytics and session recordings to understand the current structure of the site and optimise it. Results were at the cross-section of business and user needs.
Visual communication
Cutting down on the amount of text, I made the page visual, easier to scan, less cognitive load and effort required from a visitor.
I helped the client pick images and collaborated with a 3D modeller freelancer to clearly communicate the value proposition with an exploded isometric model.
Bilda's homepage hero section
Social proof
I added testimonials and logos of past clients, partners and certifications.
It's easy to book a call
I added a low-friction call to action, personalised based on the user and the part of the journey they were at.
Bounce rate increase to 99%
On launch day bounce rates went through the roof. Loading time was the problem, I found out after digging into the analytics. I worked with hosting support to speed up server-side caching and set up Cloudflare.
Bounce rates cut down to 50%
In the end, bounce rates had gone down to around 50%.
Bonus: Custom-coded with Wordpress
I assisted the client in:
• Creating content for SEO, with reusable blog page layouts with CTAs and downloadables, considering the user journey.
• Created a consistent style guide.
• Built an API connection with CMS to create scaleable, uninterrupted user journey.
• Continued optimization, value proposition for each persona, work on accessibility (color contrast, alt text, etc).
Damyana is an awesome UX/UI specialist! She had a lot of knowledge and top-notch ideas to discuss/implement.
She also and most importantly made sure to work *in a comprehensive way* (she took into consideration and asked about: marketing, SEO, sales and loyalty to name a few). I recommend to work with her, that's for sure!
Adrian Cassar, Digital Marketer