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 Problem: The company's web and e-commerce site needed to be reorganized to more effectively focus on the needs of the prospective user of Lightware's products. Although the web site showed what products were offered, it failed to sufficiently explain product benefits, lacked consistency, and did not adequately guide the visitor to the specific products suited to their needs. Solution: Diversity revised the site's Home Page to present different "use categories" for the various products - home, classroom, office, etc. This immediately directed customers to the pages most relevant to their purposes. The new site is application-oriented and "sticky." Diversity reworked the remainder of the site to make it more inviting to customers by improving consistency, providing distinct benefits, and links that reveal increasingly more detailed information about each individual product. Diversity was also engaged to do Search Engine Registration and Site Optimization using keywords and metatags. Result: This application-based layout provides a clear, effective focus to customers' visits so the information most relevant to them is easily attainable and encourages revisits. Not only was there an increase in site visit sessions but also in the length of those sessions. Diversity's efforts resulted in a sizable increase in sales. We also provided services in the areas of sales training, partner alliances and site enhancements. |
