The challenge
Abacum came to us with the primary goal of increasing traffic and conversions on their website. In addition, they needed to improve the editorial experience, as every content change was inefficient, required technical knowledge, and often resulted in the accidental publication of unintended modifications.
Our approach
To understand why users were dropping off the conversion funnel, we carried out exhaustive UX and SEO audits. We analysed data from Google Analytics and Hotjar to identify strengths and weaknesses, and proposed improvements to the user journey and interface, drawing inspiration from industry best practices and competitors. We refined decisions through A/B testing, user interviews and close collaboration with Abacum’s marketing team, supported by wireframes and low-fidelity prototypes.
The financial sector in which Abacum operates is regulated by Google’s YMYL policy, meaning the SEO audit focused on strengthening EEAT, essential for building trust with both users and search engines. We identified technical issues such as low performance, improper use of semantic HTML, incorrect server configuration, as well as broken links and faulty redirects. We suggested landing page improvements, sitemap enhancements and adjustments to the robots.txt file.
Through interviews and questionnaires, we identified the editorial team’s challenges: using Webflow limited simultaneous collaboration and lacked version control, which created conflicts and increased the risk of accidental publication.
