More than 50% of visitors to the client's home page didn’t scroll down past the hero section.

Upon getting to know the root of the problem, a decision was made to redesign the home page according to current UX best practices in order to increase user engagement. The improvements included:

• eliminating the “false floor” effect in the hero section,
• creating UVP-oriented headline,
• moving key content from the user perspective higher on the page,
• changing information architecture.

Currently the new version of the home page is under development.