Axon Garside were asked to design and build a new website that not only looked good, and was easy to manage in the back-end, but to meet the growing demand within the organisation to generate more organic leads. The sitemap and user journey on the website was defined by persona research, MoSCoW analysis, and data presented by heat maps. Design and development decisions were made that would allow Ideal to test hypotheses and evolve the website over time based on the interactions of its users.
Ideal's website was built on Content Hub. But, the back-end was not user-friendly. The website didn't work in the context of executing inbound marketing campaigns, and as such, a complete re-design and overhaul of the user journeys was required.
A new website was constructed to rectify UX issues as well as poor conversion. This involved new customer journey mapping, keyword analysis, copy creation, image sourcing, design, and building new modules using the Content Hub for full reporting on web leads. Design decisions were made that now allow us to easily report on where there is demand for information on the website, so we can pinpoint what areas need evolving, and what new content needs creating.
Since launching the website, we can see an increase in engagement on the site. Time spent on website has increased, bounce rates have decreased, and overall conversion rate has increased.
Share
Facebook
Twitter
LinkedIn
Email