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Updated Marketing and Ecommerce Website

Client:
Astrodyne

Brief:
In May 2020, Astrodyne TDI determined they needed to make upgrades to their website to provide improved marketing and commerce capabilities. SmartAcre provided project management, design and development for the project, leading a cross-functional team that spanned several business units and multiple agencies. In under six months, SmartAcre launched a world-class website that unified the marketing automation and ease of maintenance that the HubSpot CMS offers with the powerful commerce capabilities of the Magento ecommerce platform.

The Results.

Site Speed

113.5%

Increase in overall speed

Crawler Errors

88%

remediation compared to pre-launch

Big "1"

1

unified website that combines e-commerce and marketing versus 2 websites

The Challenge

Astrodyne TDI, a leading designer and manufacturer of  innovative Power and EMI/EMC/RF filter solutions service customers worldwide, recognized their website was failing them in several ways: 

  • It was difficult to maintain and update and needed constant security monitoring
  • The design didn’t adequately represent the brand
  • Site navigation and product categorization needed to be improved to optimize the user experience
  • Lead Generation and marketing tools were not well integrated into the site architecture
  • Site content needed to be freshened and expanded to demonstrate Astrodyne TDI’s brand differentiators 

Goals Realized:

  • Clearly identify and articulate Astrodyne TDI’s value proposition.
  • Better organize and present existing marketing and product content while maximizing SEO.
  • Leverage the website as a lead generation and nurturing tool with clear paths to conversion/lead capture.
  • Deliver a website that is mobile friendly and secure.
  • Develop new creative that is representative of the brand.
  • Migrate all existing content into the new platform.

 

Our Approach

In order to provide an improved user-experience across the whole site, SmartAcre compiled a strategic plan for design, development and roll-out of the website with updated UX and IA. In order to determine how users interact with the website and lay out the foundation for how the website would convey Astrodyne TDI’s brand messaging, SmartAcre carried out an evaluation of the existing website and technology. 

 

Using those findings and with input from key stakeholders from Astrodyne TDI, SmartAcre put together an information architecture document including a sitemap and wireframes containing features and content placement identification and recommendations to enhance user experience for customers and for when the website needs to be updated internally.

 

Key Deliverables 

  • Discovery/Requirements: Stakeholder interviews, Online Marketing Assessment, Content and Brand Messaging. Culminates in delivery of Web Strategy Doc.
  • IA/UX: Information architecture document including sitemap, wireframes, user flows, features and content placement identification, and recommendations to enhance the seamless UX that might span the HubSpot and Magento environments.
  • Web Design: Moodboards. Pixel perfect homepage and secondary page designs, design templates, final requirements for imagery, features, graphics, and content. 
  • Development: Front-end page templates and configuration of the HubSpot COS as defined by the IA + UX phase, end-user setup in the COS, Search-Engine-Optimized and responsive site development, third-party integrations (e.g. analytics and tracking).
  • Content Population: Launch-ready website with content in place.

 

 

Throughout the creation of the design wireframes, SmartAcre worked with Astrodyne TDI to make sure the updated site used clean architecture, with clear paths to content, conversions, and resources. Below shows the taxonomy of the Products menu:

 

 

Once the wireframes were approved, SmartAcre developed creative design comps for the homepage and secondary pages that appropriately showed Astrodyne TDI’s brand messaging and product offering in a streamlined way. One of our enhanced UX customizations was the “Find a Rep” page, where there is an interactive map to find a representative globally.

 

 

With the completed wireframes and design, SmartAcre’s development team began to program and develop the front-end templates and back-end customization so the SmartAcre team could easily edit and organize content.

 

The Results

Within two months of launching the redesigned website, SmartAcre and Astrodyne TDI saw the following results:

 

  1. Clear representation of the brand and clear paths to conversion points. Product offerings are clearly communicated in the main navigation menu, and high value conversion points are featured throughout the homepage. Below shows the Products menu taxonomy, as well as the “Request a Quote” conversion point CTA in an Aspot.

  2. The site was also developed with SEO and Google Search best practices in mind. New Users on the website increased by 8.32% in the month following the website launch.


  3. We also saw a decrease in numerous metrics including average page load time, bounce rate, and average page download time. Below is the change in mobile site speed from 14 to 75 (435.714% increase), according to Google PageSpeed Insights:


  4. According to Moz, crawl errors dropped from over 8,000 prior to launch to 556 as of June 9, 2021.

 

Conclusion

 

Using data gathered and a streamlined design, SmartAcre provided Astrodyne TDI with a revamped website that was focused on customer experience as well as ensuring the website was able to be easily used and optimized by the client. We continue to work on strategic Account Based Marketing with them.

 

“Can’t thank you guys enough, this has been a delightful process and I look forward to continuing the strategic relationship between our teams.” – Holly, Astrodyne TDI

About Astrodyne TDI

Astrodyne TDI designs and manufactures innovative Power and EMI filter solutions for demanding applications worldwide. Company products include power supplies and EMI filters for a variety of markets, including Aerospace, Industrial, Medical, Military and Semiconductor Manufacturing.