Enhancing Comodo Free Firewall Sales Performance
(Redesign to Launch)
Business Objective
Boost downloads, generate qualified leads, and drive paid conversions for Comodo Free Firewall through a landing page that builds trust, communicates value, and removes user friction.
Problem Statement
The Comodo Free Firewall landing page failed to meet its business goals, showing low downloads, weak lead generation, and poor sales performance.
Target Users
-
Security-Aware Home User (Primary Persona)
-
Small Business Owner / IT Generalist (Secondary Persona)
Focused on the primary persona to extract deeper insights.
Rajesh (Home User Persona)
Name: Rajesh Kumar
Age: 32
Occupation: IT Support Executive
Location: Tier-1 City, India
Profile
Rajesh is comfortable with technology and often experiments with new software to keep his system safe. He reads blogs/forums about security tools and doesn’t want to spend money unless the product proves trustworthy.
Goals
-
Keep his personal laptop safe from malware, phishing, and hackers.
-
Find free but reliable security software before committing to paid solutions.
-
Quick installation, low system impact, easy to use.
Behaviors
-
Compares multiple free tools before downloading.
-
Looks for reviews, awards, and trust signals.
-
Reads feature lists carefully but dislikes long technical descriptions.
Pain Points
-
Suspicious of “free” tools that hide charges.
-
Confused, the differences between free and paid options aren’t clear.
-
Gets frustrated with lengthy website scrolls and unclear CTAs.
User scenario for Rajesh
Rajesh, a 32-year-old IT support executive, wants to protect his personal laptop from malware without spending money initially. He searches for “best free firewall software” and lands on Comodo’s website, but the moment he arrives, he feels overwhelmed—the page is long, cluttered, and unclear. He struggles to quickly understand what the free version includes or how it differs from the paid one. As he scrolls, the information feels scattered and filled with technical jargon, and the “Free Download” button is small and easy to miss. With trust signals like awards and certifications buried at the bottom of the page, nothing immediately reassures him that the product is safe.
​
Rajesh becomes frustrated and a bit anxious, but he urgently needs to secure his laptop quickly and safely, and he doesn’t know what to do. Feeling overwhelmed and unsure about the product’s credibility, he eventually quits the website without downloading anything.
Rajesh User Journey
Redesign solutions from Rajesh User Journey
-
Awards, certifications, and credibility badges are displayed upfront.
-
Side-by-side Free vs Paid comparison with clear features, pricing, and CTAs
-
Strong, dual CTAs (“Free Download” + “Get Full Protection”), system requirements listed to reduce friction.
-
First fold simplified → clear CTA, Windows version info, and product purpose explained in plain words.
-
Visual blocks → “Why Comodo Firewall is Different” + “What’s Inside” sections with concise, benefit-driven text.
-
Clean, prominent Free Download CTA supported by awards → instant trust
Design Solution
First Fold
Before Revamp
After Revamp
We designed it easy for users to take action by placing a clear and prominent “Free Download” button, along with straightforward information about Windows compatibility, so they wouldn’t have to second-guess whether the software would work. Showcasing the product’s award-winning credentials right away also helped build trust and reassure users that they were choosing a reliable solution.
​
At the same time, we added a thoughtfully positioned “Get Full Protection” button to guide users who were interested in upgrading, turning their curiosity into paid subscriptions. This approach educates users about the product and encourages conversions, ultimately leading to boosting leads and revenue.
Second & Third Fold
Before Revamp
After Revamp
At the very top, we showcase multiple international awards to instantly build credibility and appeal to users worldwide. Highlighting COMODO Firewall’s recognition from well-known organisations reinforces trust, showing that this is a proven, world-class security solution.
Further down, the content is designed to educate users about the product’s unique features and real benefits compared to other firewall options. The “Why Comodo Firewall is Different” section makes it easy to scan and understand whether someone is tech-savvy or just looking for straightforward answers.
The “What’s Inside Comodo Firewall” section goes a step further by clearly explaining functionality, security coverage, and compatibility, giving users peace of mind. By combining trust-building visuals, benefit-focused content, and simple educational explanations, the design creates a smooth flow that encourages both free downloads and paid conversions.
Fourth Fold
Before Revamp
After Revamp
In the fourth fold, we show a side-by-side comparison of the free and paid versions, so users can instantly see the differences in features and pricing. This makes it easier for them to understand the added value of the paid plan and make a confident decision. Clear CTAs—“Free Download” and “Get Full Protection” guide users toward the option that suits them best.
Below that, we provide detailed system requirements to make sure the software will work on their devices, reducing friction and preventing potential drop-offs.
We ran A/B testing using a control page and a variation page to see which layout helped users make decisions more easily. Below are the metrics
400% increased free download conversion
250% increased sales revenue
By making it easy for users to understand the value of the paid version and removing any hesitation, the design helped them confidently try the free version and consider upgrading to the premium plan.
Full page view of control and variation design
