Cat Resource Center

It had been live for a number of years, and it was in desperate need of a refresh. The website had separate desktop and mobile versions, neither of which were responsive. Important conversion subpages were cluttered with the unstrategic addition of more and more content, and even more educational content had been flagged for inclusion. And though it was not originally designed for this purpose, it had been a fairly successful lead generator—but the client wanted it to drive even more leads.

Responsibilities: Planning and strategy, research, user experience, information architecture, sitemap, content strategy, wireframes, user testing, design collaboration, ongoing analytics.

1. Research & Strategy

A comprehensive research phase was conducted by the team, including reviewing previously completed user research, existing site analytics, audits of competitor sites and content, user behavior mapping, and a client web workshop. Based on SEO and the existing paid media strategy, a new site map was developed, and a plan was forged for two UX tests—flat concept testing and pre-launch usability testing.

2. Design & Testing

Once a content strategy and wireframes had been established, the design team collaborated on multiple flat concepts, keeping in mind that these were to be presented to actual Cat customers in the form of an online survey to rate based on their perception of the “ease of use” of each concept, plus open-ended comments. The results did not reveal a clear “winner” (as is often the case), but it did offer insight into the strengths and weaknesses of each concept that guided design completion.

3. Development & Testing

The site was developed using a custom CMS with heavy database integration. Once complete, usability testing was conducted using Loop11 on the stage site, presenting task-based behavioral questions to paid user testers (non-Cat customers) on desktop and mobile devices. The results identified a number of unanticipated paths away from lead-gen funnels and other design revisions that were carried out prior to launch.

4. Launch & Beyond

Analytics monitoring began immediately after launch. With new benchmarks set, the team moved forward on a Phase 2 project to add filtering functionality to machine pages, and model pages with post-registration content to protect the conversion funnels. By the time Phase 2 was completed, a number of other optimization recommendations were formulated and launched as well.

Results for the first six months after launch

12

% increase in form submissions

75

% increase in active user conversion rate

261

% increase in form visit conversion rate

Results after Phase 2 updates

50

% more likely to register when engaged with new filtering functionality

76

% of new model page visitors engaged with educational content

With the client’s trust and buy-in on the value of testing, the team continued to test any and all changes to designs, functionality, and content, allowing the site stats and real-life results to consistently trend increasingly positive.