Host Europe, is a German-based web hosting company part of GoDaddy Inc. (US), offering more than traditional hosting solutions. Their standout offering is the “virtual private servers (VPS),” a highly customizable and scalable alternative to dedicated servers, designed for tech-savvy customers and businesses needing maximum control over their websites. What sets Host Europe apart is its flexible VPS configuration, allowing customers to tailor their server features and pay only for the functions they require.
Disclaimer: Although this isn’t a recent task, I’ve included this case study for its novelty, showcasing my expertise in CRO.
Host Europe is a former client of Webtrends (an analytics, and digital optimization pioneer), where I served as the sole designer for the EMEA team.
Based on analytics and fiscal reports, it was noticed that the ‘virtual private server’ package was underperforming in sales. To address this, the client sought to understand the reasons behind the decline and find remedies. Collaborating with a CRO consultant, we analyzed funnel data, revealing an estimated 45% dropout rate during the server customization process. We hypothesized that customers often began with the ‘Virtual Server Starter’ package but abandoned their journey after spending significant time on the configuration page.
This task was fulfilled together with:
Host Europe – Virtual Server Configuration Page.
the client, underwent 2-3 rebranding efforts over time. Despite these changes, the final UI designs presented here were produced by Host Europe based on our guidance, instructions and the validated designs following the positive findings from the A/B test.
We began by reviewing funnel data to pinpoint pitfalls impacting sales. Next, we conducted a design review of the server configuration page, assessing content flow, copywriting, and touchpoints to generate hypotheses about the high dropout rate.
The server configuration page (refer to next images), though feature-rich, was cluttered with numerous dropdown fields, each offering multiple options, such as HDD or SSL choices. These dropdowns contained lengthy descriptions, overwhelming users with too many selections. For example, the SSL dropdown alone presented 23 options, varying by SSL type and subscription period.
Collaborating with the CRO consultant, we generated problem statements using the ‘How Might We’ (HMW) protocol to address potential issues. Recognizing cognitive load was the issue, I proposed restructuring the content and redesigning the interface to enhance clarity and encourage quicker decision-making.
Although detailed user data was lacking, we inferred that the target audience was highly tech-savvy, based on existing analytics, similar tests, and client feedback, as these servers required significant technical expertise.
As shown in the images, the configuration page is cluttered with dropdowns, each packed with too many options and lengthy descriptions, leading to user overwhelm. For instance, the SSL dropdown alone offered 23 choices, differing by SSL type and subscription period.
Host Europe – Virtual Server Configuration page (previous version).
I conducted a competitive UX benchmarking and SWOT analysis, focusing on competitors offering virtual servers and evaluating the design quality and architecture of their product pages. This analysis provided valuable insights into the niche and how others addressed similar design challenges. Identifying relevant competitors was challenging until we discovered Digital Ocean, whose website served as a key inspiration for this task.
We brainstormed design improvements focused on enhancing KPIs, touchpoints, and interactive elements. Key strategies included eliminating dropdowns with lengthy forms, increasing reliance on visual cues like icons, making touchpoints more visible and persuasive, optimizing content, and restructuring the UI for better information flow. I translated these ideas into mid to high-fidelity designs, informed by problem statements, competitive benchmarking, analytics, and design best practices.
Our final design replaced dropdowns with clickable visual elements, leveraging iconography to improve legibility, persuasion, and compatibility with portable devices. The new layout ensured a logical content flow and content comprehension making touchpoints more intuitive.
Lastly, the proposed concept was audited by developers for feasibility and later signed off by Host Europe prior to scoping the A/B test.
Finally, we launched the A/B test for 30 days using the Webtrends Optimize platform to compare the proposed design against the original. The results were outstanding, with the new design achieving a 38% conversion rate, translating to a successful journey completion thus an increase in sales and revenue.
After the successful test, we provided the client with a detailed report and recommendations. The client welcomed the results and implemented the new virtual server configuration page, which launched in 2016 and remained in use until it was phased out in 2023 with the introduction of new server offerings by Host Europe.
