Aligning Your Website With Your Customer’s Expectations: A Case Study

posted this in
Web Design, HVAC
on May 7th, 2013

In the web design process, it can be easy to get caught up in what looks good and how you think things should be. But it is important to remember who you are creating your website for.

Always consider your audience first. Doing so can greatly improve the overall function and success of your website. Here’s how one client did just that and increased their conversion percentage by over 25%.

The Problem: An Unwieldy Navigation

We had designed a website for an HVAC company a few years back. As their business had grown, so had their website. In fact, it had grown so much that it overwhelmed visitors with content.

For example, take a look at this screenshot. Keep in mind, this is only one menu item and it has over 20 options!

Content is great, but when there is so much of it that your website visitors do not know what to do, it can become a hindrance rather than a help. It quickly became clear that we needed to think about a way to restructure their website.

The Solution: Improve the Layout

In this situation the client was happy with the overall design of their current website, so we spent most of our time trying to find ways to organize the information more logically.

After a lot of time spent researching, we did a couple of key things:

  • Eliminated the flyout menus – The dropdown options on top of other dropdowns (see screenshot above) were just too much. We eliminated them altogether.
  • Re-arranged sidebar on internal pages – We were able to keep the most relevant pages in front of web visitors by utilizing the sidebar on internal pages.
  • Focused on the audience – Visitors come to this HVAC website to get help and schedule repairs. We brought pages like “Ask an Expert” and the “Schedule” form to the forefront.

The Results: 25% Increase in Conversion Percentage

The changes we made not only re-aligned our client’s website with their customer’s expectations, but also produced some impressive results.

To measure the effectiveness of the changes, we compared the total conversions from the month previous to launching the changes and the month after and noticed a 25.39% increase in the conversion percentage.

But web visitors vary a lot from month to month in the HVAC industry, so we also compared the results to the year prior’s. Year-over-year, the client saw a 46.63% increase in the percentage of total conversions and a large increase in unique website visitors.

Small changes can make a huge difference. The most important aspect of having a website is not about it looking great (maybe a close second!), but is about using your website as a tool to achieve your company’s goals.

Does your website match your company’s goals? If not, it may be time for a website re-design.