This redesign of the website for the popular Swedish country-life magazine Lantliv was approached with a love for the content.

This site is all about beautiful country homes and their owners’ stories. Because of that, the images and text column were brought directly to the forefront. Larger images and classical typefaces created a feel more in line with the immersive pages of the printed magazine.

The typography and design of the site didn’t match the material and were distracting from the content rather than enhancing it.

The text size, column width and line height were optimized through research and A/B testing to create an environment in which readers stayed longer and read more articles.

Result

The site’s bounce rate fell by 46%

Average session length more than doubled.

Ad visibility increased by 44%.

Visitors scrolled significantly slower to read more and look at images, instead of quickly scanning past unwanted elements.