LiveAction improves web UX to drive engagement

At a glance

Challenge

• High traffic, but low engagement
• Cluttered navigation and jargon-filled copy
• Visitors weren’t interacting or converting

Solution

• Simplified navigation by removing 61 unnecessary pages
• Clearer product messaging + more impactful branding
• Scannable, value-driven content including stronger proof

Results

• 45% sitemap reduction
• 7% increased pageviews
• 4.7 star average (Gartner)

LiveAction had a problem: tons of traffic, low engagement. Their product was great — after securing USD36 million in a successful Series B round of funding, they’d invested heavily in product development.

Their website also ranked well — a third-party SEO agency had helped LiveAction take advantage of competitive keywords to succeed in SERPs. They had also invested in an extensive rebrand, though it hadn’t been applied when LiveAction approached Tiller.

The culprit was the user journey. Visitors didn’t understand what LiveAction’s products did or who they were for. The website’s cluttered dropdown menu was difficult to navigate. Copy was bogged down by technical jargon. As a result, visitors weren’t scrolling, clicking, or converting.

Streamlined navigation

Tiller collaborated with LiveAction and their third-party SEO agency to identify 61 of 137 pages that could be removed without negatively impacting traffic or the user experience. The new, clean mega menu organized product and solutions pages more intuitively. Page descriptions baked right into the mega menu made it easy for users to find relevant content.

• Solutions pages were split into two categories, commonly known in the industry: “Network Performance Management” and “Network Security”.
• Product pages were branded with logos and included subtext to clarify the purpose and value of each product.
• Resources were categorized by “Read” “Watch”, “Listen”, or “Attend” to make it easier for visitors to find and consume content in their preferred medium.

Messaging hierarchy

To shift each page from feature-focused to value-driven, Tiller analyzed customer insights, pain points, goals, and product differentiators. This informed copy and visuals. We then mapped this content to wireframes to establish compelling narratives with clear information hierarchies.

Every page focused on:

• Scannable headlines to highlight the use cases and value of each product and solution
• Testimonials and statistics to build credibility throughout the user journey
• Key product benefits in headlines and bullet points to improve readability and retention
• Interactive product screenshots to visually communicate key software features

As part of the website redesign, Tiller also applied LiveAction’s new branding: stark white and vibrant secondary colors against an inky black background.

LiveAction’s new website is cleaner, leaner, and much more effective. The streamlined navigation reduced the sitemap by 45%, making it easy for users to find relevant content quickly. The new value-driven content and striking visuals contributed to a 7% increase in pageviews per user.

Today, LiveAction is a trusted leader in its space. The company boasts a 4.7 star rating on Gartner Peer Insights. ThreatEye, their Network Detection and Response solution, won the 2023 Cyber Defense Magazine Global InfoSec Award for Most Innovative NDR solution.