Volusion Rebrand
Volusion's brand hadn't been refreshed in years, and it showed. an aging color system, repetitive photography, and a site built on Drupal that was slow to load and difficult for search engines to crawl. I led the visual rebrand, working alongside the development team through a six-week migration to a static site that measurably improved load times and SEO performance.
The most impactful change was the color system. A muted violet, Fjord, replaced the industry-standard tech blue as the primary brand color, and a bright coral took over from a harsher orange for all CTAs. Aqua, teal, and sea foam green rounded out the primary palette, while deep blue, golden yellow, and deep sky blue formed the secondary set. A range of shades and tints extended the palette further, giving the marketing team a flexible system for building color schemes across promotional ads.
When considering the layout and content to be included, specifically on the homepage, we ran the old version and newer versions through usertesting.com. We discovered that people really liked seeing customer case studies, especially the one for Medusa Skates. The case study was full of high quality video and photography of the magnetic proprietor, Hunter and her adorable cat, Dexter. Users also reacted positively to the icon-bulleted list of features and heat-mapping showed they tended to linger at spots in the vertical-middle of the page and at the end. So we put free trial CTAs at the top, middle and end of the page.
This rebrand continued to evolve as A/B testing gave further insight into what led to more clicks and conversions. Below is an example of a test that was run between a long homepage with minimal text and a lot of whitespace and a short homepage with just the hero section and three "buckets" below that led to either the Features section, the pricing page or a customer testimonial page. The long form page proved to be a more successful homepage as users tended to prefer scrolling for more information as opposed to just having minimal information "above the fold." The short form page did prove a successful landing page for certain search terms, though.
