Float Me Website Case Study

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Table of contents

  1. Introduction
  2. Website overview


The FloatMe website documentation explains in detail an overview of the website, its usability and functionality, and the logic behind the website design. The web statistics, dependencies, and integrations with other sites and services, including all its functionalities, are well described in this document.

Additionally, necessary improvements that can be made to the website are discussed.

Website Overview

FloatMe is a cutting-edge application for users to plan ahead financially and decide more wisely. 

With a very straightforward and simple interface, the website introduces users to how FloatMe helps with savings, budgeting, managing finances, avoiding overdrafts, meeting bills, and accessing wages early. Simply put, FloatMe is intended for users to secure a better financial future.

The website was built using standard JavaScript libraries, including Core-JS and JQuery. The web server is based on an OpenResty framework, which implements NGINX modules that have been enhanced for a web app server that can handle a lot of requests and be used to create scalable web applications and services.

The website generally is minimal in design and functionality. This poses a need for standardization and integration of features for a better user experience and satisfaction.

Website Statistics

The website is dedicated to an app with more than a million downloads on devices all over the world; FloatMe is ranked among the top 60 finance assistance applications on the Apple Store.

The overall website statistics from the landing/product pages to blog pages and analysis of UX impressions using advanced web analytics tools are discussed as follows:

Traffic Metrics

FloatMe website is ranked globally at 145,006, having most of its visits from the United States, where it is ranked at 25,745, owning almost 88% of its total visits around the world (FloatMe app is limited to certain geographical locations), followed by the UK and Canada with 6.91% and 5.29%, respectively.

This emphasizes the website’s traffic and popularity in the US, with total visits of over 1.364 million in three months as opposed to other locations, including the UK and Canada, among others.

The traffic is mostly pulled in by users within the age range of 25-34 years old, which holds 29% of the total age group.

floatme case study graph 1
Fig 1: Age and Gender Distribution of FloatMe traffic.


Indication shows the gender of the audience is 59.56% male and 40.44% female.

SEO Metrics

Search traffic is the main source of the traffic to floatme.com, accounting for 50.35% of desktop visits last month from various search engines, with Google.com being the most popular, having 100% organic search words as “floatme”, “float me”, and “float me app” which indicates an excellent SEO structure.

Direct website visits come in second place with 30.31% of traffic. “Mail” is the most underused channel.

floatme seo traffic analysis
Fig 2: Organic traffic and organic keywords to the site

Improvement Considerations

There is little traffic from referrals, mail, or displays. On the other hand, we cannot disregard the existence of visitors from these sources. Thus, keeping up with these channels is also crucial to the FloatMe marketing plan.

Website Features

The website features a simple UI and some core dependencies on Zendesk, Workable, and some other server/hosting/backend dependencies. Generally, the functionality of the website is good, but the user experience (UX) is a bit off.

The General User Interface

The design is typically simple. Presently, the domain of UI is driven by simplification. People are accustomed to easy and simple-to-understand interfaces in their online space.

The fonts, color schemes, and overall design are all quite consistent. Not just the website but the FloatMe brand itself is characterized by this theme. A sophisticated and contemporary style.

The panels, pages, and other visual components that make up the user interface, or UI, are interesting and let customers engage with website features. Excellent usage of animations and eye-catching graphics.

Design Elements Considerations

The FloatMe landing page has a good variation in font visibility with respect to its background, as there is a good mix of the bright and dark sections of the landing page.

Fig 3: FloatMe landing page

The website seems appealing because of the distinctive style and layout of the landing page. It has a single color scheme consisting of shades of white, black, and pink, giving it a cohesive look across the landing page and the blog post page.

Improvement Considerations

Although it’s easy to get used to, the fonts on the landing page seem to be rather “too obvious” in size, and characteristics, which would not seem interesting to new users.

Consider dave as a competitor site, while the fonts stand out from other design elements and easily get the user’s attention, the texts are not too big. A change in font styling and perhaps the background elements will give that interesting touch for new users landing on the first page.

Scrolling the Landing Page

The landing page scrolls from one section to another with some eye-catching animations of the section images easing in and out during the scroll.

Also, the texts really draw attention in the mobile view. Great design!

Fig 4: FloatMe landing page (mobile view).

Improvement Considerations

The animations are absent in the mobile view, and while there might be reasons for this, adding them brings more interaction with users.

However, the design elements in the desktop view withdraw focus from the texts. Rearrangements and editing can be made to make the texts stand out, as in the mobile view.

The FloatMe Blog

The FloatMe site blog is a really great feature with lots of interesting sections, including several relevant topics.

The blog has a catchy headline placed at just the right position that easily gets the user’s focus. It summarizes the content of the blog in an interesting manner.

float me website case study
Fig 5: FloatMe blog (1)

The blog categories include Community, Holidays, Money Matters, News, Product Updates, and Spending Hacks. The blog categories are at the top enabling users to easily select their preferred choice.

float me website blog categories
Fig 6: FloatMe blog (2)

The blog page has a nice interface and understandable navigation. The contents are arranged by default such that other related articles are listed on the right column of the primary article, as shown below.

floatme blog
Fig 7: FloatMe blog (3)

Overall, the blog user interface is great and should be applauded. But the user experience has a downside as follows.

Improvement Considerations

The most recent information is not displayed on the “Other related post” section on the blog’s first page. This is a “bad” algorithm. By default, old blog posts from the year 2020 display ahead of more recent posts in 2022. It’s recommended that newer posts always show first, and old posts show last.

floatme blog 2
Fig 8: FloatMe blog (4)

Aside from this flaw, other sections of the blog work fine.

The Site Mapping and Functionalities

Below is a quick feature map for the website: 

Fig 9: The FloatMe Site Map

As seen in the site map, aside from the Landing page of the website and, of course, the “Terms and Conditions” and “Privacy Policy” pages of the site, the blog forms a significant portion of the website.

The Website Content

Talking from a blog site or a minimal website perspective, the site content is good. However, for a popular finance app website intended for millions of users, the website content is somewhat substandard. Consider the cases of competitors like Chime, Dave, or Brigit. They incorporate more content on what the business is, and extended pages that relate directly to the company.

Although FloatMe has a blog, which is a plus, most of the site components are affiliated with other sites, which increases dependency and makes the website less standard. For instance, the career page is linked to Workable, and the contact and support are linked to Zendesk. These pose a perspective of a “low-end’ site that almost does nothing.

Improvement Consideration

As obvious in similar finance websites, integrating more features on the website will standardize the content. The following are useful sections that can be added to improve the website content:

  • Who We Are / About Us Section
  • Creation and Management of User Accounts on the Web
  • Help / User Guides / FAQ
  • Resources or Tools