Web.com—a website hosting firm—was in the process of integrating their new brand into their existing online and print materials. Initial efforts had some success but eventually proved creatively limiting. 

A wide library of photographic assets, graphic treatments, identity standards, and best practices were assembled to refresh and expand the versatility of Web.com’s new brand. Over the course of two months, these tools were used in numerous website redesign and brand integration projects. 

Charged with expanding the brand and humanizing the web experience, I led a small team of designers, developers, and UXers on a quick-turn effort to refresh and optimize the site. 

For Web.com’s home page, a staid and impersonal design was replaced with warm, human images, simple iconography, strategically positioned calls to action, and streamlined content. The renewed brand- and marketing-focus on landing page and home page conversion resulted in incredible order growth for direct and reseller businesses. By testing a series of four home pages—each with controlled variations of the new brand-focused imagery and content—the most effective designs were identified. The new home pages nearly tripled unit and revenue performance compared to their predecessors. 

Likewise, lengthy and jargon-laden e-commerce and product pages were streamlined, employing new visual standards and a more readable point-of-sale information architecture. New product pages drove greater revenue participation; revenue contribution from one such redesigned page more than doubled over the first two weeks after its launch, trending upwards to nearly 50%. Many of the other redesigned product pages achieved 25% or better order participation and, overall, these efforts generated a site- wide increase in traffic and sales. 

Cloudjammer is an interactive communications firm dedicated to providing you with a persuasive and powerful design plan that reflects your organization's unique personality.