Case Studies September 5, 2025

Reducing Bounce Rate by 16.74%

The Blue Fin Group’s website was hindered by a confusing user experience, resulting in high bounce rates and poor engagement. A strategic redesign focused on an intuitive user journey and conversion-focused design reduced the bounce rate by 16.74% and boosted user engagement by 18.32%.

About Blue Fin Group

Blacksmith transformed their digital presence through a data-driven web redesign

The Blue Fin Group (BFG) is a forward-thinking leader in sustainable technology solutions, providing innovative products and expert consulting to a global client base. As a company at the forefront of innovation, the Blue Fin Group recognized that its digital presence needed to reflect the same level of quality and sophistication. They understood that a seamless, engaging, and professional website was not just a marketing tool but a critical component of their business development strategy.

Services Rendered

UI/UX Design

This is the heart of our design process. We focus on creating an intuitive and logical user experience while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

High Cognitive Load

Starting with the homepage, the website had a text-heavy layout, which overwhelmed visitors. This created a high cognitive load and, without clear, conversion-focused calls-to-action (CTAs), users were left confused about their next step, directly causing a high bounce rate.

text heavy section on bfg website with no visual hierachy

Poor Visual Hierarchy

The wall of text and lack of a clear visual hierarchy, even when moving between sections, were significant challenges. This design failed to guide the user’s eye to the most important information, resulting in a low engagement rate as users were not drawn into the content.

An Outdated Design

While functional, the website’s text over image layout was outdated and did not reflect BFG’s status as a forward-thinking industry leader. This visual disconnect was a pain point that undermined their brand credibility and failed to build the trust necessary to convert high-value clients.

The Solution

BFG streamlined layout and optimized text

A Streamlined Layout

To combat the high cognitive load, our solution was to create a streamlined user flow. We replaced dense paragraphs of text with concise, scannable copy, supported by icons. Most importantly, we implemented clear, high-contrast Call-to-Action (CTA) buttons at key decision points, making the path to conversion intuitive and effortless.

An Engaging Interface

We implemented a clean, custom design with a strong visual hierarchy and pictures to make the content more engaging. This enhanced the interface and guided users naturally through the site, encouraging them to view more pages.

Conversion-Focused Pages

We executed a complete web architecture overhaul, designing additional custom pages that are focused on conversion. This allowed web visitors to submit requests and learn about the company’s services quickly.