Ecocleen

In August 2019 we got in touch with EcoCleen as we felt we could further improve their conversion rate through some A/B testing and site updates.

We used a third party service which allowed us to see, in great detail, how people were using the site in real life. Although we conduct a great deal of research for clients, ultimately we want to make decisions and test out hypotheses based not on what people say they will do, but what they have observably done. In EcoCleen’s data, we saw that we could increase the prominence of certain CTA and improve the user journey. Some users were taking a route which missed key information regarding the Ecocleen offering, and we could see a way to resolve this.

We began by mocking up some redesigns based on our findings before testing them out with a sample audience, giving them a specific set of questions to solve. These tests proved we had resolved the issues we had observed on the site, allowing us to put the changes live with confidence.

EcoCleen wanted a new website and had an established brand identity which was fresh and different from competitors in their field. We didn’t want to scrap this, but built on it with a suite of new illustrations to give a contemporary, friendly feel. Websites need to tell a story – of who they are, what they do, who they do it for and why they’re different.

Before we started work our in-house ghostwriter/journalist conducted an in-depth interview with key personnel. Their interview summary gave us some key insights into the story which needed to be told both for end users and potential franchisees.

Obviously, Ecocleen also needed a website which converted and brought in business. It needed to stand out in a competitive field and keep visitors’ attention for long enough to convert. It also needed to work on mobile. We were able to map out the Ecocleen story in six quick steps – giving a short story for customers to swipe through to get the ‘elevator pitch’ – before ending on the contact page.

Deeper in the site, we built content-rich landing pages for the specific industries where Ecocleen operate (schools, hospitals etc) to allow for different, direct entry points into the conversion funnel. Calls to action were added at various points along the way and we also added animation to bring the illustrations to life. The result was a fresh, friendly website which truly reflected EcoCleen’s culture and point of difference.