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Website Source was already a success in a highly competitive market before approaching Ceonex with their request for a redesign. Yet certain challenges were limiting their growth. Those challenges included a site architecture that made navigation difficult, lack of a clear brand, and a conversion rate that could benefit from improvement.
Difficult navigation and poor usability
Website Source's dual navigation was hard to see and difficult to use
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Visitors to the Website Source site were being confronted with a larger than usual amount of content. While appropriate and informative content is extremely helpful to creating an immersive user experience, many visitors were having difficulty finding the information they were looking for, or were otherwise getting lost while navigating the site.
Difficult navigation poses several problems. When a site does not guide a prospect to the order form, customer conversion will remain low. Prospects are not the only audience that may leave in frustration, however. Existing customers looking for specific information may encounter difficulty, potentially leading to greater turnover rates.
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Lack of memorable brand
 An unmemorable original site was not inspiring brand loyalty |
A clear and memorable brand is crucial to both the conversion of prospects and retention of customers. Ceonex saw the need to create a brand identity that was not only professional, but memorable enough to give Website Source the distinction that their services deserved.
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Stagnated conversion rate
While Website Source enjoyed success in a highly competitive industry, they wanted the benefits of improved conversion rates. An increase in conversion rates would allow them to grow even further, by expanding their service offerings, upgrading their infrastructure and more. Website Source hoped to jump-start their conversion rates to allow this growth to occur.
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