It was just recently that we launched the brand new website for our long-term client, GPS to GO, a leading provider of GPS fleet tracking solutions in Ottawa, and increasingly, Canada and the US.
We had done their previous website as well several years ago, and it had served them very well – ranking highly in search engines and driving a good amount of qualified traffic. The issue later became that GPS to GO wanted to capitalize more on this traffic – in other words, convert more of it into leads via inquiry forms and other contact methods.
That’s where we came in to redesign their website not just for an improved, modern look and functionality, but also for conversion optimization to turn more of the same traffic into inquiring leads.
The project included the following aspects:
Of course, we always start with analysis of their current website before putting together a web strategy for the new site. We wanted to see what was working effectively – what could be better – what were the drop-off points – and how could we better funnel people in the direction we want them to go.
So we took a look at visitor flow charts and all the rest, which identified some key insights. For one thing, we saw that most people who do submit a quote online, do so on their first visit to the website, and only visit a couple pages before doing so.
This told us that their audience is straight to business. So our goal through our messaging and layout of the website was to: A) give them the facts, and B) lead them clearly to the quote form or demo.
Our job was to enhance and refine the GPS to GO branding; to present them as the well-established company they are, but also showcase their highly personalized and down-to-Earth service. It all started with evolving the logo to be more modern and slick.
The new logo set the stage for the rest of the website design, which followed this cutting-edge, technological, and modern look that represents their latest branding.
Like every website nowadays should be, we were sure to make the GPS to GO website responsive – meaning it adapts itself for optimal presentation on any type of device!
One of the main goals of the new website was for more effective organization and presentation of web content. So for every page, we included an attractive, captivating banner with a benefit-related message, along with clean and well-organized content. Take the banner as seen to the right, which communicates; ‘Installed on Any Vehicle in Seconds – No Downtime – No Hassle‘.
There’s a lot that goes into a conversion optimization strategy – more than what can be covered here – but here are some of the ways that we optimized this site for conversions:
Thanks for reading,