The redesign process started from Gravitee’s previous website, translating the new visual direction into a fully refreshed interface.
The updated typography, iconography, and grid structure were implemented to improve readability and balance visual density. Components such as hero sections, feature bands, and solution overviews were simplified to improve scannability and align with CRO best practices.
Following the redesign, the focus shifted to creating and testing demo page variations to drive higher conversions.
These iterations applied data‑driven CRO principles, testing hero headlines, proof placements, and CTA hierarchy to identify which combinations best supported conversions and engagement.
Two distinct design directions were tested to determine which presentation best supported conversion goals.
One variation showcased the product interface subtly in the background with the form placed prominently in front, creating the perception that users were just one step away from accessing the platform dashboard.
The other used a split-screen layout that combined visual storytelling with strategic proof elements, layering social proof, concise value propositions, and a strong supporting graphic to build trust and guide visitors toward the primary action.
We also tested the redesign alongside a variation that focused on improving clarity and interaction within the hero section.
The variation introduced clickable tiles to represent each key product feature, making it easier for users to understand Gravitee’s offering at a glance and explore specific areas of interest.
This change not only improved navigation but also made the hero more engaging, resulting in a 22.47% uplift in overall conversions compared to the previous homepage design.
The project demonstrated how strategic design and experimentation can turn a complex product offering into a clear, conversion-driven experience.
By combining visual hierarchy, interactivity, and data-led testing, the Gravitee website not only strengthened its brand presence but also achieved measurable growth in user engagement and demo sign-ups.
