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Brief
Dyno’s online presence, www.dyno.com, has been in place since 2004 and has become a core sales channel for the company, which encompasses the three businesses, Dyno-Rod Plumbing & Drains, Dyno-Locks & Alarms and Dyno Glazing. To ensure the site’s continued success the Dyno team wanted an agency partner to overhaul the site, with the core objectives to deliver higher volumes of visitors, enquiries, and, ultimately, bookings, and to reflect and support the Dyno brand and business aspirations.
Specific objectives were:
Redesign an easy-to-use and customer friendly website, characterised by:
• Intuitive navigation
• Easy contact/booking facilities
• Good on-site search functionality
• Similar feel to large, popular sites to encourage a feeling of familiarity
• Added value offered and ‘expert’ status consolidated through advice sections and forums
Technical flexibility and strength:
• Site programmed through a CMS to allow internal development and separation from hosting agency
• Compatibility with iPhone and mobile platforms
• Supports SEO and PPC campaigns
• Supports a suite of local pages
• Online booking functionality for all services
• Robust hosting
• Adaptable, future-proof build, able to incorporate new technologies as they emerge
Incorporate market-leading functionality through:
• Clear information architecture (IA)
• Customer data capture for future contact
• Payment options (to accommodate future Shop functionality)
• Real-time site analytics reporting tool
Market-leading look and feel:
• Strong, adjustable, relevant images
• Reflect Dyno’s qualities (affordable, transparent pricing, trustworthy, local, expert, professional, 24/7 availability)
• Reflects the Dyno business (Domestic/ Commercial audience split, adaptations for unique geographies)
• Promotes Dyno’s accreditations & business credentials
Improve the impact of site visits i.e. improve on-site conversion rates, with the target to increase the 20% site visitor-to-lead conversion rate to 30%.
Increase site visitors through improvements to the SEO appeal of the site.
Strategy
The Steak strategy hinged around refocusing the website to put the consumer at the heart of the project – providing them with information, navigation, and features aligned to their needs. Coupled with scalable, enterprise-level technologies and tools, this delivers the best possible experience for the user and thereby maximises leads.
Execution
The core elements to achieve this strategy for Dyno were:
Content
• Homogenise and strengthen the ‘voice of Dyno’ through the use of consistent page templates and standardised tone of voice
• Simplify the multiple Dyno product brands and logos to improve the brand clutter
• Rotate imagery through the main image space to provide multiple representations of the Dyno service
• Provide a clean layout reflecting Dyno’s professionalism
• Simplify the page layout to maximise space for content, with clear sections for relevant actions (right-hand side of the page) and cross-marketing pods (bottom of the page)
• Assert Dyno’s ‘expert’ status using their accreditations, client testimonials, and a forum
• Improve the News section to become a feasible resource and of SEO benefit
Information Architecture
• Clear, consistent site navigation across all products and journeys through the use of a navigation menu, a site map, breadcrumbs, and relevant options on the right hand side menu (e.g. the ‘book now’ widget)
• Key landing pages that work hard to identify ‘emergency’ issues and direct the user either to book online or to the call centre within the page – this frees up the product pages to be more expansive and deal with non-urgent planning and research queries
Development
• A fast development methodology that allows for post-launch testing, optimisation, template modifications, and functionality improvements
• Usability reviews by the team throughout the development process
• Site build employing best practice web design, development, and SEO through integration with Steak’s in-house experts
• QA testing prior to launch, including a review of page function against specification, cross-browser compatibility, and accessibility compliance
Technology
• Bespoke development of a visual, widget-based content management system (CMS). This market-leading technology allows for both the easy manipulation of the site content and creation of new elements, and also serves regionally-specific (copy, prices, numbers, logos, etc.) pages based upon consumers’ IP addresses – this isn’t a ‘one size fits all’ website!
• Supported by Paid Search activity which directs geo-targeted and geo-keyword campaigns towards pages that are built specifically for particular locations
• Dynamic page technologies to expand and contract content areas, reducing the need for multiple pages or overly long scrolling, and thus assisting in maintaining and increasing consumer engagement
• Testing and optimisation of text, images, pods, layout, and pages through the easy-to-use CMS, with the flexibility to include additional future functionality and technology
• Implementation of a staging environment where CMS changes can be applied and tested in a safe environment, before being rolled-back, set live, or scheduled
• Industrial strength encryption and security for accessing the CMS portal and protecting users’ data
• Tracking revolutionised by the incorporation of AdInsight advanced telephone call tracking technology to identify every lead and conversion originating online by generating and inserting dynamic phone numbers into the site – allows the lead-driving traffic channel and site section to be identified.
Results
The main objective to achieve a 30% conversion rate was significantly exceeded and the average weekly leads rose by 149%.
The new site paid for itself within three months through the additional revenue it generated.
“Steak’s ability to clearly see the challenges and opportunities for Dyno-Rod and propose sound, workable solutions that place us at the leading edge of our sector was what most impressed us. We are confident that the new site will help customers access the information and help they need via an intuitive and enjoyable web experience.”
Jeremy Walt, Online Marketing Manager, Dyno
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