Doubling traffic in 4 months - Anect website redesign
ANECT is a leading supplier of professional information and communication technology solutions. They are focused on providing comprehensive communication system and networking solutions for medium and large enterprises. They offer an increase the value of ICT investment by identifying and optimising that part of information and communication technology which supports core business processes and/or strategic development visions.
The business need
ANECT was finishing up a big website redesign project, that included user testing, wireframing, personas etc. But everyone felt that the proposed solution was not right and they didn't identify with the look and feel of the site. The client said: "Seeing the website, I don't feel like this is a company I want to do business with."
Redesigned homepage no one liked
The redesign suffered from a lot of suboptimal issues.
- Graphical hierarchy
The most important elements have to grab the most attention. Three column layout with same widths means the user has no idea which one is the important one.
- Colour usage
Headings use the same colour as links.
Links use 4 different colours.
The background gradient blends in the content section.
Drop shadows have no structural logic.
- Font use
The Maven Pro font is amateurish (weird stems on letters, bad diacritical marks) and doesn't feel right for an IT firm. The font has to be technical in nature.
- Element placement
Don't make users think! Place elements where users expect them.
Contact is in the bottom left.
Why link to English language on an English page.
Client login in the footer.
- Too many elements
There are 9 elements on the page which is disorienting.
- Colliding elements
The first button dropdown clashes with the slideshow arrow.
- Pages are slow
There are too many http requests, graphics can be optimised/sprited, gzip should be used on the server.
- No smartphone and tablet versions
Slideshow is in flash, which is not visible on Apple products.
There are no responsive layouts.
The main problem was that the redesign project was well on its way and the budget was almost spent. On top of that there were upcoming events in a few months and ANECT wanted to present themselves in the best possible light.
ANECT had the courage to stop the previous project. They then hired ILINCEV for an agile redesign. We agreed to move quickly, do the bare minimum and build on top of that in small steps. The redesign took 2 weeks and was presented to the board of directors via teleconference. Having 10 people agree on a design seemed like a very difficult process, but the concept, layouts and responsive versions were agreed on that meeting. The marketing manager later came to us and said:"I was afraid of the outcome, but this is just incredible. Not in my wildest dreams did I imagine we would get sign-off on the first meeting."
The new homepage
Redesigned homepage (full resolution)
Since the redesign, we have implemented a responsive site (smartphone and tablet friendly), custom CMS, designed Landing Pages and banners, ran ongoing A/B tests, helped with their branding, etc.
Apart from a very positive feedback from ANECT's clients and partners we have managed to double the incoming traffic in 4 months (during the slow December-February period). Other KPIs improved as well: Search Engine traffic improved by 155%, time on site is up by 27%.
Traffic doubled in the November-February period.