Cylance

Cylance Smart Antivirus is a lightweight antivirus solution from Cylance Inc, powered by artificial intelligence and had been recently acquired by Blackberry. They are an emerging B2C brand with a large B2B heritage, going head-to-head with established antivirus brands.

As an emerging B2C brand with a large B2B heritage, going head-to-head with established antivirus brands was too costly in terms of cost per acquisition, and so a strategy of acquiring high quality (but therefore low volume) traffic to the website was prioritised. Acquisition data via Facebook and Google told a story about audiences but struggled to explain why they weren’t converting.

Cylance wanted to move away from simplistic definitions of customers as 'people with computers' and to learn how to better segment their audience to allow for more tailored content that would resonate with these audiences.

We used analytics to discover path to conversion and what audiences were doing. Then we used remote usability testing, customer surveys and interviews to discover more about what our audiences were thinking.

To do this we crafted user stories and problem statements and created numerous iterative prototypes. We then ran remote usability testing with core audiences to gauge effectiveness of design, UX and messaging.

By focusing on acquiring audiences which fit our real-world profiles - with tailored content and messaging - we saw significant uplifts across all acquisition KPIs. Including an 11% decrease in bounce rate, and a 7% uplift in average order value.