The redesign of key pages of Avast’s website had such an impact in the US test market, the design has been rolled out to seven other countries.
Avast has a market-leading, free-to-download antivirus product but their business model relies on conversions to paid products. Challenged with evolving Avast’s website to enable these conversions as well as drive direct revenue, Else’s design elevated three key web pages for the US market.
From top to bottom of the Avast US homepage, the Free Antivirus Download page and the Avast One product page, every element has been considered to support customers to find what they are looking for, more quickly and with less friction. With arresting illustrations and confident copy around product benefits, the design earns consumers’ trust, drives downloads, builds a connection with the brand and stands out in a visually dull market.
Direct purchase revenue grew 39% during testing, demonstrating how visitors were convinced to purchase Avast One, rather than trial the free download. Pages per session and average session duration both rose 30% and bounce rate improved 27%, all indicating a better user experience.
The design has been so successful it’s been permanently adopted in the US and rolled-out to Avast’s websites for the UK, Canada, Australia, France, Austria, Germany and Switzerland. A further phase of work has also been commissioned across Avast’s digital estate.