A shorter page that converted 65 percent better.
Flare.io, a cybersecurity SaaS platform, had a Book a Demo page that was long, busy and hard to use on a phone, and it converted below what the product deserved. We cut it to a headline, a row of trusted-by logos and a simple form, then tested it against the original. Within a week the short page was converting 65 percent better than the long one.
- Lift+65%conversions, short page over long
- TimeOne weekto a clear result, as the study reports
- PageThreeelements kept: headline, logos, form
- The short page against the long one, with results inside a week.As published August 2024.
- Client
- FlareReal-time threat monitoring, SaaS
- Sector
- Cybersecurity SaaSB2B · SaaS
- Published
- August 2024Landing page design
- Services
- Landing page designCase study · August 2024
A strong product, a page that buried the form
Flare had a product that renews at 96 percent and a Book a Demo page that converted poorly. We went through the page and found four problems, and they all came down to too much.
Too much content around one call to action
The page was built to explain everything: what the demo would cover, testimonials, FAQs. Every extra section gave a visitor something to read instead of something to do, and the call to action lost its urgency in the crowd.
Repeated detail that diluted the ask
Someone who arrives ready to book a demo does not need convincing. The long page made them scroll past the same information said several ways, diluting the clarity of the call to action for exactly the visitors most likely to complete it.
A long scroll that hid the form on mobile
On mobile the page was a long scroll with awkward navigation, and the booking form was hard to find quickly. That is friction at the one point on the page that mattered.
What we kept, and what we cut
The fix was subtraction. The new page kept three things and dropped everything else, then had to beat the original before it took over.
A headline that says why to book, immediately
The first thing on the page is a clear headline that states the value of booking a demo with Flare.io, in one line. Nothing to decode, no clever phrase to sit with. A visitor knows the benefit before they have scrolled, and that is what carries them to the form.
Trusted-by logos where a visitor looks for reassurance
Prominently on the page sit the logos of well-known companies that use Flare.io. It is the shortest form of social proof there is: no quotes to read, just names a visitor recognises. For a security product, seeing established organisations already on board answers the trust question before it is asked.
One simple form, placed where it cannot be missed
The form asks for what is needed to book a demo and nothing more. It is placed prominently and highlighted so it is obvious what to do next, and on a phone it is reachable without the hunt the long page demanded. Booking became quick, which was the whole point of the rebuild.
What the short page did
The short page against the long one, from the test the study describes, as published in August 2024.
The lift in conversion rate on the short page against the long one, the figure in the study's results box.
The study's results box says 65 percent and its text says conversions doubled; the test screenshot shows the 65 percent as the lift in conversion rate between the two versions, so that is the figure shown. No test dates or traffic figures are given in the text; the week is the window the study names.
"always on time"
They're always on time, and they always answer to all of our needs.
Five people, from the test plan to the tracking
The team on this project
- Team leadWaseem Bashir
- Project managerAfriyaz Maqbool
- DesignerImaz Khan
- DeveloperFizail
- GTM and GA4Samriti Chandel
A named account manager and a shared channel for the whole engagement. UK hours, which is the East Coast morning.
Three more pages that were tested, not assumed
Want a page like this?
Send us the page you have, or the campaign you are planning, and what a lead is worth to you. You get a written read of what we would build, what we would test first, and a fixed price. Two to four weeks from kickoff to launch.
UK hours, which is the East Coast morning.