Privitar - Website design | Xigen

A stunning new website development that led to a 67% increase in conversions

Founded in 2014, Privitar provides a range of data compliance products, helping companies get value from sensitive data without breaching regulations or customer trust.
With an international presence and a client base including HSBC, Citi, the NHS, and AstraZeneca, Privitar is among the leading names in modern data provisioning.

Service overview

The challenge

Following a rebrand, Privitar wanted to update the company website with the new logo and brand colours. The new website needed to have a fresher look and feel, with more of a focus on people instead of processes.

At the same time, Privitar was concerned that its website wasn’t performing as well as it could be, with a low number of demo requests and email newsletter signups. Our team was asked if we could help improve conversion rates.

As specialists in conversion rate optimisation (CRO), this was a challenge we were happy to accept.

From brief to launch in 16 weeks

Privitar wanted its rebranded and re-optimised website to go live as soon as possible. As the company wanted to stay on the same platform (WordPress) rather than move to a new system, this saved some valuable time.

The good news is that the team at Xigen has plenty of experience in developing new websites in a short amount of time. Here’s how we launched the brand new Privitar site in four months.

Old Site New Site

March 2022

March: Initial discovery call

Following Privitar approaching us, we arranged a video call to learn more about the company and what they wanted to achieve from a website redesign.

We then put together a proposal, detailing how we could help them and the features the new website could include. This included a lot of detailed research, including how Privitar’s current website compared against its competitors.

April: Project kick-off

After the scope of the project was agreed, the development work began.

Clear communication is of the essence in a project with short timescales, and we assigned Privitar a dedicated project manager who would act as the main point of contact. We also held weekly video and phone calls, so Privitar was always in the loop with what was happening.

Following extensive QA testing in-house, the templates were ready for Privitar to give feedback on. The templates on the previous website were cluttered, so there was more of an emphasis on a clear and streamlined design, to help improve the customer journey. In addition, all templates were designed with ‘mobile first’ in mind to boost search engine presence and conversion rates.

June: Content population

As the new templates differed substantially from the old ones, all website content needed to be migrated across. With over 500 pages to account for, this was a huge task! The marketing team at Privitar and Xigen worked together to ensure everything was in place on the new site, and we used automation where possible to save time.

Search engine optimisation was critical as Privitar didn’t want to lose the search engine rankings it had acquired over the last eight years. We put matching URL slugs and 301 redirects in place to ensure business continuity.

July: Go live date

The new and improved Privitar website went live in July. Thorough communication and a detailed plan of action ensured the project ran smoothly, with no major issues.

Results

The results

We were confident that the refreshed and re-optimised website would lead to increased traffic, more leads, and a revitalised presence in the search engines.

Following the launch, overall website traffic is up by an incredible 295%, with organic traffic boosted by 150%. This shows that Privitar has experienced a significant SEO boost.

Overall bounce rate decreased by 40%, showing that the user experience has improved. Rather than getting frustrated and leaving the site, prospective customers are finding the information they need.

Finally, one of the primary reasons for the new website design was to increase leads and enquiries. Conversion rate increased by an astonishing 67.4%, meaning more sales and revenue for Privitar.

Privitar’s marketing team was so delighted with the results that they asked us to create additional content for the new website. This content would provide users with even more added value.

Data Compliance Calculator

One of the issues that Privitar had with the previous website was a lack of leads. As a result, they wanted to create more interactive content that provided users with the incentive needed to give Privitar their contact details.

We worked with Privitar to develop a data compliance calculator, to help web visitors see how much time and money they spent on upholding data compliance laws. By answering a few simple questions, businesses could determine the scope of resources, and provide an email address to receive more information.