Patchstack
Landing Page optimization
UX/UI
•
Web
Patchstack, a cybersecurity SaaS for WordPress, needed a Black Friday landing page that clearly differentiated its proactive protection from traditional malware scanning. I designed and iterated the page with an A/B test to highlight product benefits in a visually engaging way, improving clarity for non-technical users.
Problem
The brand struggled to communicate value to users unfamiliar with cybersecurity. The goal was to create a landing page that increased conversions by emphasizing benefits over features while staying visually consistent with the brand.
Outcome
I designed a three-part landing page (problem, solution, CTA) with a fresh seasonal aesthetic, simplified comparison visuals, and a warmer human image. The new design direction was validated with an A/B test: boosted sign-ups by 23%.
Solution page section
Closing CTA with pricing summary
A Black Friday look without clichés
Creating a distinct aesthetic for the Black Friday campaign proved to be rather challenging. Patchstack's existing dark theme with green accents already resembled common “tech deal” visuals. Glitch or “hacked” effects felt inappropriate for a security brand. To balance recognition with trust, I introduced a complementary violet hue that highlighted the seasonal offer while maintaining brand consistency.
Before and after of comparison key visual
Redesigning the comparison visual for impact
The original comparison lacked focus, making Patchstack's advantage difficult to grasp. I simplified the number of steps, adjusted hierarchy, and used stronger color contrast to highlight the benefit of proactive protection. The new design quickly conveyed the difference and guided users' attention improving comprehension.
Landing page A/B test
Validating with A/B testing
The new creative direction was tested against a safer on-brand variation. Results confirmed the positive impact: The visually engaging landing page increased sign-ups by 23%.