AxiTrader has firmed its reputation as one of Australia’s leading customer-focused Forex brokers with the launch of a new website (www.axitrader.com).
Based on extensive research, the latest customer-centric design techniques and comprehensive user testing, the new AxiTrader site has been built with state-of-the-art technology to deliver a simple and intuitive user experience for existing and aspiring traders.
At its most basic level, the new site benefits from simplified content, navigation and bringing the most-used functions, such as Live Spreads and Demo Accounts, to the fore. But beyond that, AxiTrader’s CEO Goran Drapac says the latest development is symbolic of a desire to bring the customer to the forefront of the trading experience.
“We’ve always invested heavily in technology but traditionally that’s been directed towards the kinds of infrastructure that makes trading better and faster, like servers and improving the performance of the trading platform. The website redesign shifts the focus to the front end and towards the customer experience. We get thousands of visitors to our site every day, so it’s crucial that we’re able to offer an experience that reflects our company.”
Behind the scenes, improvements have been implemented to almost every aspect of the site, including user management tools, full responsiveness across devices, faster load times, advanced security, better search functionality, navigation, language selection and the ability to deliver custom content to traders in different parts of the world.
Throughout the project, there was always a desire for the new site to reflect and reaffirm AxiTrader’s reputation as a trusted and transparent broker. Says Drapac, “Our Compliance team has been heavily involved right through the redesign, helping ensure our new content complies with regulations from ASIC and FCA.
“We want visitors to our site to be comfortable knowing that they’re dealing with the reputable and transparent broker that we strive so hard to be.”
The project was deliberately comprehensive, requiring input from almost every business unit in AxiTrader’s head office in Sydney, as well as assistance from staff in other local offices.
Says Drapac, “This project was a huge undertaking. Everyone involved has done a great job and it’s already making a real difference to the way customers engage with our business. And it’s exciting to think that this is really just the first step in AxiTrader’s digital evolution and our clients can expect plenty more great features to follow.”