EcoLighting Website Refresh

By enhancing the user experience for EcoLighting we also needed to have clear routes to the second site containing the other divisions to the company. In making the decisions needed to rework the sites we worked through a number of workshops/discovery sessions with the client to define customer personas, finding out who their target markets were within the industry and creating their user stories, keywords that these personas would use to find information on the site and define what information they wanted to find.

The overall design of the site continued to stay clean but now with defined areas for content, callouts for call to actions (CTA’s), relevant case studies and testimonials to back up their years of experience. This approach was the basis for the majority of the information pages. The biggest changes came from the news and case study sections.

Here we reworked these sections to include a side bar containing links to various categories associated with the article/case study to allow the user to filter down to a more specific area of interest and to always have the ‘Get in touch’ call to action available at all times. The articles themselves were reworked to allow them to be more flexible in how they looked and we introduced a ‘Quick Read’ area at the top of each article to allow a user to get the overall just of the article without having to read it all if they decided they only wanted to skim the page.

This section also introduced a callout block which could be injected within the article in the way of an internal ad to offer an alternative route to other relevant articles to help users to potentially find additional articles of interest they would not have normally found.

Post build improvements for EcoLighting UK

As with all our websites they are built on a responsive grid so that the site is represented correctly when viewed on a variety of devices. That being said in this instance most of EcoLightingUK’s traffic (65%) came from desktop search.

We also developed a much more flexible and robust CMS for administrators to have more range and opportunity to create more fluid pages than had previously been possible especially for the news and case study pages where content was not so structured.

We can already see this at work through Google Analytics and the page views, especially the news and case studies which are receiving more page views due to the additional CTA’s added within each article. These articles are now receiving an increase of 65% on page views of which 51% are unique and average time on page is up by 38%.