Updated Marketing and Ecommerce Website

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.