CLOUD startup explainer & Website Redesign
How do we persuade busy Cloud Security Engineers to try Confluera?
How do we persuade busy Cloud Security Engineers to try Confluera?
PROBLEM: Confluera makes it much faster and easier to see the threat and intercept cyber attacks in the Cloud. Our story sounds too good to be true.
SUCCESS: Persuade Cloud Security Engineers to try Confluera.
DESIGN Projects: 1) Create new Confluera explainer with story that resonates. 2) Redesign Confluera website to feature new story.
Team: Head of Product, CEO, Founders. My role: Content Strategist, Writer, Infographic Illustrator, UX/UI/Visual Designer and Researcher.
RESULTS: New story / design improved Confluera prospect engagement and customer acquisition. It also played an important role in persuading XMCyber, a respected Israeli cybersecurity leader to acquire Confluera.
CUSTOMER RESEARCH
Job-To-Be-Done: what does prospect need to be persuaded?
To improve conversion we want to meet Sarah where she is, satisfying her curiosity and conducting due diligence. Cloud Security Engineer Job-To-Be-Done illustrates the Confluera website visit scenario.
To improve conversion we want to meet Sarah where she is, satisfying her curiosity and conducting due diligence. Cloud Security Engineer Job-To-Be-Done illustrates the Confluera website visit scenario.
We tested Confluera website engagement. 80% of homepage visitors left because they felt that.
What we tested:
Content Relevance:
– Is the content on the website relevant to the target audience's needs and interests?
– Are the articles/sections driving engagement?
– How do design and content impact conversion rates?
Call to Action:
– How prominently are CTAs displayed on the website?
– Are they compelling and aligned with user intent/motivation?
Usability:
– Is the website easy to navigate, with clear menus and intuitive user paths?
– Are forms and checkout processes streamlined and user-friendly?
– Is the content on the website relevant to the target audience's needs and interests?
– Are the articles/sections driving engagement?
– How do design and content impact conversion rates?
Call to Action:
– How prominently are CTAs displayed on the website?
– Are they compelling and aligned with user intent/motivation?
Usability:
– Is the website easy to navigate, with clear menus and intuitive user paths?
– Are forms and checkout processes streamlined and user-friendly?
We used what we learned in our research and testing to construct a story that explains Confluera technology in a way that resonates with Sarah's pain points.
Visualize new direction with conceptual prototypes. Our story was constructed with new messaging and translated into new flow and infographics with business objective, and customer pain points in mind. Translate customer insights into an engaging flow that connects quickly, and persuades to follow up. Test and iterate to refine the prototypes.
Mid fidelity prototype
Homepage is structured to help prospects to browse through sections with links to details and learn about Confluera value and unique technology. The most prominent call to action is “Get Demo”.
Clarify, test and improve the message
Clarify and improve prototypes with testing and feedback. See the stages and conversation as refinements are being made. Click through to visualize interaction and conversion flow.
Powered by Continuous Attack Graph
Confluera’s patented Continuous Attack Graph automates the painstaking work of incident investigation and detects more attacks faster. 
Whiteboard conceptual ideas
Medium fidelity infographic
Mood board
Recipe for Success
1. Startup Product team is well positioned to formulate Marketing
To explain Confluera to our prospects & improve conversion we put new product features on hold so that our small Product team may focus on the messaging. The new website helped to attract large cyber security companies who wanted to partner with our startup.
To explain Confluera to our prospects & improve conversion we put new product features on hold so that our small Product team may focus on the messaging. The new website helped to attract large cyber security companies who wanted to partner with our startup.
2. Understand the problem first
To understand how our technology is different and better, we conducted competitive research and looked closely at other cloud security solutions in the market.
To understand how our technology is different and better, we conducted competitive research and looked closely at other cloud security solutions in the market.
3. Don’t oversimplify.
The target audience was technical and strategic. Technology partners are interested in understanding how our unique algorithm works. Make the story quick and easy to read, but don’t lose critical details that the audience needs to evaluate our cyber security tech when comparing it to others.
We needed to explain how Confluera is able to find the needle in the haystack by looking through hundreds of millions of weak signals to find a potential threat.
The target audience was technical and strategic. Technology partners are interested in understanding how our unique algorithm works. Make the story quick and easy to read, but don’t lose critical details that the audience needs to evaluate our cyber security tech when comparing it to others.
We needed to explain how Confluera is able to find the needle in the haystack by looking through hundreds of millions of weak signals to find a potential threat.
3. Design partner is critical
In a competitive space differentiation and feature fit is not enough. Having customers who champion our technology and help to tell our story was critical to our success.
In a competitive space differentiation and feature fit is not enough. Having customers who champion our technology and help to tell our story was critical to our success.