EcoLighting Website Refresh

EcoLightingUK were looking to find ways to help increase the traffic and convert these to leads from the site.

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Written By Daena King

Feb 2019 / Reading Length: 6 minutes

Environmental

EcoLightingUK improve their UX to help towards increasing conversion rates

EcoLightingUK are a leading commercial and industrial lighting specialist. Manufacturing their own range of lighting products, designing lighting solutions, offering installation services and after service support with a turnkey solution all under Carbon Trust, ISO9001 and ISO14001 accreditations.

The Brief

The existing site website was performing well, was cleanly designed with clearly defined points of action but needed further development to allow more flexibility. This flexibility would focus on page layouts and how to help the user find out more on related projects and applications.

EcoLightingUK were looking to find ways to help increase the traffic and convert these to leads from the site.

Our aim was to offer more points of contact throughout the site and surface up case studies and relevant articles around content the user was digesting.

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Strategy & UX

EcoLightingUK offer the latest energy efficient LED technology for industrial & commercial environments. However, they also have three additional areas to the business; mechanical & electrical services (M&E), Electrical (Ecolectrical) and Mechanical (Ecomech). These additional services also needed to be promoted in a separate site.


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%.

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