LIFT IS NOW A PART OF MILE MARKER
McAfee was refreshing its brand and launching a new mass-consumer campaign, but its key digital entry points also needed to evolve. The experience had to turn a complex range of online security and privacy solutions into a clearer path to purchase.
• Build greater trust, ease, and simplicity
• Tailor the experience to key visitor personas
• Increase conversion while guiding customers to the right protection
The challenge was to simplify plan selection without diminishing the value of McAfee’s more comprehensive security packages.
User Research Insights
User interviews and usability testing informed a redesign of the homepage and related product pages, creating greater ease, trust, and simplicity.
Persona-Based Path Options
We simplified navigation around key visitor needs, helping each segment quickly find the plan and level of protection that fit them best.
A Plan-Selection Widget Built to Personalize
Working with McAfee’s development and marketing teams, we created an interactive widget that matched users’ security preferences with the optimal plan and protection level. Initial results showed a significant lift in overall conversion.
Greater Value from Every Conversion
The new experience emphasized more comprehensive protection, helping more customers select higher-value packages and increasing revenue 21%.
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