In UI design perspective, the old Boldgrid landing page was outdated and had a “2000s” feel. In the era of modern and clean looking trends of web design, the old landing page hindered users from “trusting” its content and quality. Moreover, the page was very salesy because within the first scroll, it asked the users to purchase the plans instead of emphasizing how the product could help them.
Second, there was too much information on the page including the hosting plan information, hosting competitor comparison, product details, etc. Moreover, those details were represented in written copy, not in appealing visuals. The users were overwhelmed and usually left the page within 10-20 seconds when they did not see what they were looking for.
Lastly, one of the most important information was how Boldgrid stood out among competitors and this piece of deciding selling factor was hidden.