Website UX

After a rebrand, ExtraHop understood there was a misalignment between brand messaging and user experience that needed to be addressed. Rawnet was brought in to provide strategic guidance, with a primary focus on enhancing the user experience and developing a cohesive digital strategy for both the website as a whole and their key product: RevealX.

Objectives

This strategic partnership aimed to propel the brand forward by implementing a comprehensive set of solutions, starting with aligning messaging and user experience to create a more cohesive and engaging digital presence.

To achieve this while addressing urgent needs, the team adopted a phased rebranding approach, allowing for timely updates without compromising brand consistency. As part of this process, our UX experts focused on tailoring customer journeys to better serve key audiences like IT ops professionals and CIOs, which would not only enhance engagement but also boost conversions.

Recognising the importance of a strong technological foundation, Rawnet and ExtraHop also addressed existing constraints and recommended future-proof CMS solutions, thereby setting the stage for long-term digital success and ensuring the brand could adapt to evolving digital landscapes.

The finalised objectives covered all of these areas for improvement:

• Ensure the new proposition is communicated on the website.
• Implement gradual changes for effective rebranding.
• Align with the new GTM strategy to present products and services effectively.
• Address the specific needs of target audiences like IT ops and CIOs.
• Improve user experience while considering future technology solutions.
• Enhance RevealX’s product value through a redefined user journey.
  

Enhancing user engagement

Our audit revealed that ExtraHop's Protocols Glossary page was attracting substantial traffic, indicating strong user interest in technical information. However, this high-performing page was not effectively guiding users towards ExtraHop's solution offerings. The existing website structure lacked clear pathways from educational content to product offerings, creating a disconnect in the user journey.

To address this, our team implemented a strategic content-linking approach. We established direct connections between educational resources and relevant solutions, creating a more seamless flow from problem awareness to action. This was complemented by the introduction of contextual calls-to-action (CTAs), such as "Learn More About Threat Detection" for users in the Problem Aware stage. Initial post-launch data indicated increased engagement on key pages, suggesting improved user guidance from educational content to product solutions.

Optimising the customer journey

Further analysis highlighted the need for more effective user guidance through the various stages of the buyer journey. The existing site structure lacked clear pathways between different stages, with product pages not clearly communicating features or benefits, and no dedicated space for decision-makers to evaluate ExtraHop against competitors.

In response, we developed tailored pathways for each persona. For IT professionals, we ensured easy access to technical deep dives and self-service demos. For C-suite executives, we prioritised high-level content such as ROI calculators and case studies. Additionally, we introduced a new "Why ExtraHop?" section to house decision-support content, including product comparisons and proof points.

Refining call-to-action strategy

Our review also identified that existing CTAs were often generic and poorly placed, leading to missed conversion opportunities. They did not align with user intent at different stages of their journey, failing to drive meaningful engagement.

To improve this, we collaborated with ExtraHop's Demand Generation team to design CTAs that align with user intent at each stage of the journey. For example, we implemented "Explore Our Security Solutions" for Solution Aware users, and "See How We Stack Up Against Competitors" for those in the Solution Compare stage.

This comprehensive transformation has resulted in a more intuitive and personalised user experience. ExtraHop's new website not only reflects their rebranded identity but also serves as an effective tool for guiding potential customers through their decision-making process. The seamless flow between educational content, product information, and comparison tools now provides a cohesive journey that aligns with both user needs and ExtraHop's business objectives.

Future-proofing content management

As part of our recommendations, we advised ExtraHop on implementing a headless CMS solution using Sanity with NextJS, based on our UX and technical analysis. This approach would allow for greater flexibility and scalability in content management, enabling ExtraHop to deliver personalised content across multiple channels seamlessly. By decoupling the content management from the front-end presentation, Sanity.io would provide ExtraHop with a more agile and future-proof content infrastructure, supporting their evolving digital needs and enhancing their ability to create dynamic, engaging user experiences.

Enhancing solutions: RevealX

RevealX is ExtraHop’s cutting-edge network intelligence platform designed to provide organisations with unparalleled visibility into cyber threats, vulnerabilities, and network performance issues that traditional tools often miss. It powers solutions for both security and performance use cases, enabling teams to detect, investigate, and respond to threats in real time while optimising IT operations.

Our audit revealed initial confusion from users in understanding that RevealX was the platform that powered two other products, due to the site structure and buried content that held key insight into the platform's use. A key element in the restructure was to provide greater clarity and position of RevealX to increase visibility and showcase its authority amongst IT ops professionals and CIOs.