iCore Networks —
Increasing the conversion rates for the iCore website.
Project TL;DR summary
I helped improve the iCore site architecture and navigation. Users can now read sales content that matches the new brand both contextually and visually to help improve conversion rates. iCore can easily update their own content within the HubSpot platform to help better serve their customers.
Problem statement
The iCore site had become bloated and difficult to navigate through. Their conversion rates were suffering from users having difficulty finding what they were looking for and understanding exactly what each VoIP (Voice over Internet Protocol) service was.
My role in the project
As the UX Designer, I collaborated with the Senior UX Designer, UI Designer, Front-End Developer and stakeholders to iterate and test possible improvements to increase the site’s conversion rates.
The team members each had responsibilities pertaining to the project; my job was to conduct user and market research, help with the content planning, and create the site map and the wireframes.
Simplifying the shopping funnel for VoIP decision makers
We conducted user and market research to drive our planning phase. Here are some of the key insights that defined the design vision of the website:
Adoption Leaders: Financial services, utilities and the public sector lead VoIP adoption.
Switching to Save: Price sensitivity was the motivating factor for customers switching to VoIP services.
Room to Grow: Currently, only 8% of companies have adopted the next generation of business VoIP systems.
Increase the iCore website’s conversion rate
Research phase
We began by creating a user testing plan that included a series of research activities to determine where the biggest issues lay. We observed users being unable to find the desired information about iCore services quickly, among other usability issues.
We then went through all of the content and deleted the duplicates. This was done to ensure new content would rise to the top. The process of auditing content helped inform our design decisions.
Then a sitemap and the wireframes were the next steps in defining the information hierarchy. This work allowed for a more efficient site navigation flow and created functionality based on how we wanted users to process the information.
Design phase
The UI Designers created a Proof of Concept (POC) document to explore how the client’s new brand colors would interact with such elements as icons and photography. Then Hi-Fidelity screens were created based on the wireframes and the POC exploration.
Along parallel tracks to design, the content team worked on crafting a new editorial style guide. A new tone of voice helped define the content creation for the website and future content creation from the iCore’s marketing team.
The Project Outcome
Visitors to the site can get to most sections with fewer clicks due to the improved site architecture and navigation. Users can now read sales content that matches the new brand both contextually and visually to help improve conversion rates. Our client can easily update their content within the HubSpot platform to help better serve their customers.
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