The old coding of the website led to maintenance problems which were causing development time and costs to fix these issues to skyrocket. The coding was causing page speed issues as well as problems with uploading product feeds. They were also seeing a stagnation of the website traffic and had a suspected Google Penalty.
ExtraDigital were brought on board to help solve these issues as well as increase the volume of conversions from the site through a brand new responsive skin to get Advantage Catering back on track.
Site before the reskin:
The Solution
We adopted a collaborative design process to identify the different user personas for the website, analysing how they use the website and how we can make the user journey more efficient on mobile, tablet and desktop. We took the following steps:
- Collaboration with Advantage catering, identifying their user groups, most popular products and branding preferences
- Analyse the current site data, trends and traffic identifying important factors for conversion
- Creating a well thought out design based on usability and best practice, taking into account how the users view and engage with the website
- Restructuring / optimisation of the code to eliminate development issues
- Seamless transition between new site and old site, implementing the necessary 404s to retain search engine value
We also managed to remove the Google penalty!
Results
See the full website here – www.advantage-catering-equipment.co.uk
- Implementation of key selling points above the fold ‘warranty, price promise, free delivery’
- Clear call to action on the home page (prominent phone number and contact form)
- Advantage Catering had a very complex menu structure which could be difficult for users to find what they are looking for. We included 6 core products on the home page for easy access. This also gives better access from mobile devices.
- Fully responsive design with clear navigation and search functionality
- Clear and prominent add to basket buttons
- Lease calculation functionality
- Inclusion of reviews and product ratings
- Ability to add a higher volume of written content to improve search rankings
