Objective

Update website to showcase new product being served to market and visual enhancements to represent new brand position as market leader.

Challenges

• Existing products needed to be represented, but primary focus on new offering.

• Primary goal of site for internal stakeholders was to drive inbound leads for sales.

• ConstructConnect brand position is shifting to focus on wider market and website needs to represent new visual identity standards.

Achievements

New website design solved all challenges represented. Additional challenges were identified regarding new user flows that needed to be accommodated, but over time would be improved. Focus on new product improved inbound lead metrics compared to historical measurements and stakeholders were pleased with brand representation.

RESEARCH

This effort would have a major impact across multiple areas of the business. To alleviate as much friction as possible from the change management process we wanted to make this project very collaborative with leaders across the business. Our first step was to gather stakeholder research to ensure that we were covering objectives that may not have been top priority for marketing.

In addition to the stakeholder research we also evaluated current traffic paths and KPI measurements of the existing site which had been live for 2 years with a steady growth of organic and acquired traffic.

WIREFRAMES

Most of the internal feedback was directed around providing inbound leads to the sales team. There was a couple of interesting conversations during the discovery meeting that touched on the difference in navigation between product specific and audience category. The business serves multiple personas within the construction industry and there is recognition that they may choose to navigate or search for information differently. Ultimately we decided to provide redundancy in the navigation to allow for different thought models but kept a focus on funnel progression by starting with high level copy that provided awareness information to conversion focused pages within one to two clicks through the site.

HI-FIDELITY MOCKS & ITERATION

We moved quickly on producing hi-fidelity mockups to get stakeholder buy in as soon as possible. It was important to get consensus on the visual appearance, because this was going to be one of the first touch points that customers and prospects would experience with an updated visual style treatment for the brand. This also helped to visualize the content needs of the page to determine where we needed assistance from other specialists on the marketing team. Several iterations helped refine the layout and the visual style to balance out the goals of having high impact visuals with relevant and informative copy to guide users to the correct areas.

MEASURING RESULTS

After the launch of the updated page it was important to keep an eye on how it was performing to adjust as needed. Most of our theories held true for guiding people to the relevant sections of the site. The conversion pages were getting increased traffic and the new product pages supporting the new product were providing sales with a steadily growing increase in inbound leads. Internal stakeholders were also very happy with the results. There are future plans to adjust some of the content areas for mobile browsing to help keep it simplified, but there is ongoing measurements to identify how much of an impact that will make on the KPI goals. There are also future plans to continue to optimize this for conversions with A/B Testing.