Website optimization leads to
52% more conversions from
organic traffic for the flagship product
Find out how Facit was able to bring in more
free trial signups in the middle of a
(yet another) search algorithm update
In 2025, the Facit team made a decision to prioritize Identity Cloak, their video redaction solution, as the primary product in their portfolio of tools. That meant optimizing the website for Identity Cloak buyers’ needs.
Backstory: foundational website rebrand work
The 2023 website redesign included working together on product and industry pages for Facit’s product portfolio, including customer interviews to build a foundation for converting pages. It included working with messaging, SEO, and web design specialists on the website relaunch.
At the time, the project included developing page copy based on team and customer interviews, and validating it through message and user testing.
For Identity Cloak, the website relaunch resulted in a 9.45% lift in free trial signups, with some of them coming directly through industry-specific pages.
“The most beneficial outcome for our project was how well Sam was able to capture our vision for the website, help us refine our thinking and produce the outcome which we had always envisioned but did not have the right resources and tools to materialise.
Sam guided us through the entire process right from the outset of the project with milestones and outcomes. We were informed of the next stages, very well in advance in order to keep the process going. No delays in meeting the deadlines.
The best part was that the entire process and the resulting copy made complete sense and resonated with our goals and ambitions as a business. It was like Sam has been a part of our team for a very long time!”
Dr. Ayesha Aziz, Sr. Product Manager, Facit
Before
After
Challenge: updating the website to focus on the flagship product
Over the next 2 years, the Facit team tracked their GTM efforts and product performance and in the end decided to prioritize Identity Cloak as the primary product.
This meant changing the website structure and updating the website pages to focus on the needs of Identity Cloak buyers.
With the market rapidly changing in key markets, it also meant making sure that the web copy is aligned with the changed competitive environment and buyer motivations – so that the sales team wouldn’t have to focus on educating prospective buyers instead of showing them the product.
Solution: optimizing the website to convert more Identity Cloak buyers
In addition to restructuring the website to prioritize Identity Cloak pages, the project included:
identifying underperforming page sections,
updating product information across pages,
incorporating new case studies and proof points,
adding recommendations on product visuals, and
developing a post-launch feedback loop plan for further optimization.
Original version
Optimized version
Outcome: 52% more conversions through organic search – as the traffic decreased by 16%
Even though the organic traffic volume went through a dip due to the search algorithm changes after the website launch, the Facit team saw an increase in website engagement rates, from time on page to the average number of pages viewed.
That increase in engagement also translated into an increase in 52% more free trial signups and 66% higher closed-won deals value for the sales team in the same period.
With surveys and post-conversion feedback forms, we were also able to revisit some of our assumptions about the Identity Cloak buyers and develop a new plan for additional CRO activities, from optimizing the post-signup flows to improving industry page performance.