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Driving Conversion and Trust for Comodo Free Firewall

  Business Objective   
The goal was to increase downloads, attract qualified leads, and drive paid conversions for Comodo Free Firewall through a landing experience that builds trust, clearly communicates value, and simplifies user decision-making.
  Problem Statement  
The product’s entry experience was underperforming as a growth lever—lacking clear value articulation, trust signals, and conversion focus. This led to low downloads, weak lead generation, and poor sales performance, ultimately limiting acquisition and monetisation potential.
  Strategy & Role  

I led the redesign of the landing experience by identifying key conversion gaps and aligning content, structure, and interaction patterns to better support user decision-making. Working closely with product, marketing, and engineering teams, I simplified value communication, strengthened trust signals, and optimised the flow to guide users toward key actions.
 

I facilitated cross-functional reviews and iterative validation to ensure the experience balanced business goals with user clarity—driving a more focused and effective conversion journey.

  Design Recommendations from User Journey   

  1. Introduce trust signals upfront through awards, certifications, and credibility badges

  2. Provide a clear Free vs Paid comparison to highlight features, pricing, and key actions

  3. Use strong dual CTAs (“Free Download” and “Get Full Protection”) along with system requirements to reduce friction

  4. Simplify the first fold with clear CTAs, product purpose, and OS compatibility explained in plain language

  5. Add visual sections like “Why Comodo Firewall is Different” and “What’s Inside” to communicate value concisely

  6. Reinforce trust and action with a prominent Free Download CTA supported by credibility indicators

  First Fold Optimisation  
Before Revamp
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After Revamp
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Redesigned the first fold to improve clarity, build trust, and drive immediate action. Introduced a prominent “Free Download” CTA supported by clear Windows compatibility information, removing guesswork and enabling faster decision-making.

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Added visible trust signals, including awards and credibility indicators, to establish confidence at first glance. Complemented this with a secondary “Get Full Protection” CTA to guide users toward upgrades—balancing free acquisition with monetisation.

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This approach simplified the entry experience, reduced friction, and created a clear path from awareness to action.

  Second & Third Fold Optimisation  
Before Revamp
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After Revamp
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Redesigned the mid-page sections to strengthen trust, communicate value, and support informed decision-making. Introduced visible international awards and credibility indicators to position the product as a proven, reliable security solution.

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Structured content into focused sections like “Why Comodo Firewall is Different” and “What’s Inside” to clearly explain features, benefits, and compatibility in a concise, scannable format. This helped reduce information overload while improving clarity.

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By combining trust signals with simplified content and clear value communication, the experience guided users more effectively toward both free downloads and paid upgrades.

  Fourth Fold Optimisation  
Before Revamp
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After Revamp
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Redesigned the comparison section to clearly communicate the value difference between free and paid offerings. Introduced a side-by-side layout highlighting features and pricing, enabling users to quickly evaluate options and understand the benefits of upgrading.
 

Used clear, action-oriented CTAs—“Free Download” and “Get Full Protection”—to guide user decisions, while maintaining visual hierarchy and clarity. Added system requirements below to ensure compatibility upfront, reducing uncertainty and drop-offs.
 

This approach simplified comparison, strengthened value perception, and supported both conversion and upgrade decisions.

Impact (A/B Testing & Results)

  • Increased free download conversions by 400%

  • Drove a 250% increase in sales revenue

By clearly communicating the value of the paid version and addressing user concerns, the redesigned experience improved confidence in trying the free product while effectively guiding users toward premium upgrades.
   Full page view of control and variation design   
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