Hadrian is a cybersecurity company that helps organisations identify and secure vulnerabilities across their external attack surface.
They partnered with us to redesign and build a set of high-performing Solutions pages, improving engagement and conversion at a critical point in the customer journey.
We set out to improve engagement, encouraging visitors to explore more of the site and better understand exactly how Hadrian could help them achieve their cybersecurity aims.
Key results
- Increased pages per session: +1.62
- Increased active time on site: +48 seconds
- Reduced bounce rate: -9%
The challenge
From an engagement perspective, several of Hadrian's Solutions pages — critical entry points for prospective customers — were underperforming: bounce rates were high, and users who visited these pages as part of a longer journey tended to drop off shortly after.
This indicated to us that customers were either not finding the information they needed quickly enough, or they were finding it difficult to navigate the site.
We were keen to introduce a new design that allowed users to move easily through the customer journey, from consuming content that resonated on Solutions pages, to understanding the Hadrian platform, and ultimately, booking a demo with the team.
Hooking readers from the very beginning, the moment they landed on these key pages, was a vital part of this process.
The approach
We began with an in-person workshop in Amsterdam with members of Hadrian’s marketing team, across content, sales and web.
We’re big believers in these face to face sessions at MakeBuild; they’re a great opportunity to get key stakeholders to think differently, collaborate, and get creative. Some time away from the screens is always a nice change of pace, too!
We kicked things off with our Website Safari session: a fast-paced review of Solutions pages from familiar competitors and companies from completely different industries, allowing us to explore a range of different design patterns used to drive engagement on the web. The goal was to identify what helps users better understand complex offerings and encourages deeper exploration of the site.
Following some discussion about which features the team resonated with, we began to turn these insights into practical ideas.
Through a collaborative design exercise, each participant started sketching out new website components to get our ideas down onto paper. The ideas were passed to another teammate to challenge the concept, and then to a third person to refine and improve it.
This process quickly surfaced a set of clear, implementable ideas designed specifically to improve user engagement and content discovery, with any pitfalls already handled.
Using these insights, we designed a new Solutions page template with much tighter content structure, stronger internal linking and more engaging ways to present information.
To validate the approach, we ran a three-week A/B test comparing the existing page with the new design.
The impact
From an engagement perspective, the new template delivered clear improvements across key metrics:
- Pages per session: +1.62
- Active time on site: +48 seconds
- Average session duration: +30 seconds
- Engagement rate: +11%
- Bounce rate: -9%
Following the test, Hadrian rolled the new design out across all Solutions pages and multiple locales, including English, German and French.
"Working with MakeBuild on our Solution pages rework was an amazing experience from start to finish. The workshop with Dan and Liam was one of the most enjoyable and productive sessions we've had. We left buzzing with ideas and genuinely wished we'd had more time together. The Solution pages rework that followed was equally impressive; the results came through faster than we expected. A fantastic team to work with."
- Victoria Pons, Senior Digital Marketing Manager at Hadrian.
Conclusion
Since the successful launch of our Solutions pages, MakeBuild's role has evolved into an ongoing partnership, one that's already producing new patterns and components we're now rolling out globally across the site.
Small but meaningful improvements, like click-to-enlarge image screenshots, are finding their way into new corners of the site as we continue to explore where they can have the most impact.
Their Solutions pages now drive deeper engagement, guiding the right visitors toward the right outcomes, and giving Hadrian a foundation built to keep improving over time.
