SPYROSOFT WEBSITE REDESIGN
Solving the mystery of why users don't scroll beyond the hero
More than 50% of Spyrosoft home page visitors weren't scrolling past the hero section. This meant that most visitors weren't reaching key information about Spyrosoft’s services, expertise and case studies of successful implementations – essential content for driving conversions.
As a UX Designer for this project, I was responsible for gathering and analysing the data, identifying possible causes and proposing solutions. I redesigned the hero section to guide users to more content below the fold. I also improved the information architecture to highlight case studies and suggested replacing the hero section’s visuals and copy with content that clearly communicates the company’s services and benefits to potential clients.
PROBLEM
The heatmap and recording analysis revealed the first fold is where most users drop off
Less than 50% of visitors scroll below the fold.
Only 30% of users scroll to the case studies section.
Upon landing on the home page, users jump to browse the navigation menu immediately instead of exploring the content below the fold.
Interestingly, the 'About' page is the second most visited subpage after users bounce off the home page.
MY RESPONSIBILITIES
Heatmap analysis
5-second testing
Wireframes
Copywriting
TEAM
1 UX Designer (me)
1 Graphic Designer
5 Marketing Secialists
MY ROLE
Digging into why visitors don’t scroll and how to engage them
I analyzed user behavior and website performance data, alongside desk research on UX best practices for homepage design. This led me to identify three possible reasons for the problem.
Unclear message
The heading doesn’t communicate who the company is and what it does clearly enough, which is confusing for web visitors.
Weak content
The content in the hero section is not engaging enough to motivate users to explore the page.
False floor effect
The hero section spans the entire screen height without providing any visual cue that there’s more content below the fold.
5-second test proves the hero falls short to communicate the value proposition
Based on a 5-second test with users using Maze.co, I found that the hero section's copy and imagery did not clearly communicate what Spyrosoft offers. Participants' responses included:
"Digital services"
"Technology services"
"A company that does something related to technology"
"Shaping things together"
"Some kind of a software solution"
Putting all pieces of the puzzle together
Together with other marketing team members involved in the project, we held a series of workshops to discuss my insights, brainstorm ideas, and gather benchmarks.
We decided to go ahead with my proposals. The changes included:
Redesigning the homepage layout to remove the "false floor" effect and prioritize case studies — the content users are most interested in and which drives conversions.
Replacing the hero image with a video showcasing our team, clients and projects.
Rewriting the headline to help new website visitors quickly grasp what services Spyrosoft offers and how they can benefit.
Following the workshop, I created a wireframe for the new homepage.
SOLUTION
Website redesign
The graphic designer prepared high-fidelity designs based on the wireframes and copy I provided. The new design is now in development.
NEXT STEPS
Key metrics to track
Once the new homepage is live, I'll monitor the change in user behavior and website performance. Key metrics to track are:
Scroll depth
Engagement with case studies
Clickthrough rate on CTAs
User paths after landing on the homepage
Conversion rate
If I identify any friction, we’ll run A/B tests to determine a better approach.
