UX Case Study
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AM Conservation Redesign
Project Overview
After a brand refresh, AM Conservation’s website needed to be updated as well. This was a great opportunity to conduct usability studies and a content audit.
The Challenge
Reorganize the content and call-to-actions on the store to better convert AM Conservation's many personas.
Research Tools
Google Analytics
InPage Analytics
Mouseflow
Brand Equity Surveys
The Study
Evaluate page visits, friction points, click rates of the main pages, and navigational elements to better gauge where to redesign the layout.
In addition, select key stakeholders to review the site and participate in a survey to better understand their goals and their customer goals.
Google Analytics, InPage Analytics, and Mouseflow
The Resources, Kits, and Homeowners links on the secondary nav do not get many clicks and push the downloadable content further down on the scroll. There are no clicks on the homeowners link. Solution: Give more real estate to the Kits and Resources links. Combine these into the carousel banners so they do not push content further down on the page. Remove the homeowners link because there was little interest in the target audience of this site (mainly B2B customers).
The Download Catalog button is one of the highest downloaded marketing pieces.
Solution: Keep the catalog download easily accessible and highly visible on the homepage.
RFQ page is the best-performing page.
Solution: Keep this CTA in the header on the site and highly visible.
The About Us page receives a lot of clicks on the Nav but this page doesn’t include any converting CTAs.
Solution: Remove “About Us” from the header and place it under the “More” dropdown.
The Hot Buys link hardly ever gets clicked. Most of the traffic comes directly from email campaigns.
Solution: Offer in a different area of the site.
Customers seem to be put off/lose their place with both the newsletter and the downloadable content pop-up active.
Solution: Remove the downloadable content pop-ups and use crosslinks instead.
There are multiple links for the same page. Users tend to gravitate towards the duplicate links higher up on the page and ignore the links below.
Solution: Reorganize and trim down the site map.
Brand Equity Surveys
My team conducted a company-wide survey to gather insights on how they perceive AM Conservation and what they think their clients value the most of their services.
We are the friendly, family-like company that has the fulfillment resources of a large company but the quality customer service of a small business.
We're a logistics expert with state-of-the-art technology
We're an ally for utilities, program implementers, and contractors
We help our clients do their jobs better
Solution:
Conduct a content audit and wrote more inspiring copy with a warmer tone directed to our personas: Investor-owned utility program manager, municipality program manager, and retail distributors.
Present the company as an ally to these personas to deliver key insights on energy-saving and grid optimization techniques.
UI Action Plan
01
Create a visually appealing and well-organized site with regular content updates to engage prospective & current customers, create more leads and help drive sales
03
Drive more customers to marketing content to capture more marketing-qualified leads
02
Drive more customers to the RFQ form to capture more sales-qualified leads
04
Integrate Service Concepts into the overall site to avoid duplication of effort currently required with maintaining two sites and two versions of all content
Homepage Wireframes
Site Map
Content Page Wireframes
