Case Study: Precision Garage Door — Kilobyte Studios

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I just finished up working with Precision Garage Door of Omaha (2/22: site not updated yet).  The experience of working with these guys was rather unique as they were trying to enter a new market while maintaining their strength and presence in their current one.

Their site certainly needed an overhaul, and we wanted to make sure that we delivered a website that would solve their unique needs.

Let’s see how we did…

The Problem

Once again, the problem in and of itself was simple: we need a website that generates and  converts leads for the business.  Typically when we hear this problem statement, we know immediately to break it down into more manageable ones:

  1. We need to get our product in front of those customers.
  2. We need to convince them to buy.

On a related note, it’s worth mentioning these two sub-problems are at the root of essentially every web project we’ve ever tackled!

So, during our initial consultation we drilled down into the problem (and their particular market) to figure out exactly what had to happen.  First, we had to get the product in front of the customers, but before we could do that we had to paint an exact picture of their target customer and get inside their head.

 

customer-segments-precision

 

It turns out there were 2 primary customer segments that Precision Door was interested in targeting.  Not only did this mean that we’d have to target them separately in any marketing effort, but the site had to be designed to manage the expectations of both groups.  We distilled this down into a more precise problem statement:

We [Precision Door of Omaha] want to increase the number of discretionary garage door installs requested through our site, while maintaining the current stream of emergency garage door repair requests.

Now, for this project, the digital marketing side of things was taken care of by a professional on their internal team, so we simply had to make sure that the website was appealing to these 2 segments.  Specifically, revisiting the set of sub-problems, we had to design the site in such a way that it convinced those who did land on the page to buy:

  1. We need to get our product in front of those customers. Out Of Scope
  2. We need to convince them (both segments) to buy.

Leveraging a mix of marketing heuristics and really specific niche market analysis, we extracted a list of principles that we would adhere to throughout the design/development process to accomplish this goal:

  • Keep the text minimal and simple. (Heuristic)
  • Make sure the primary conversion experience is always visible and obvious. (Heuristic)
  • Embed some way for customers to find authentic social proof. (Heuristic)
  • Provide a guarantee. (Heuristic)
  • Give away value for free. (Heuristic)
  • Add an exit intent modal. (Heuristic)
  • Let users sign up for a newsletter. (Heuristic)
  • Confirm the experience and authority of the brand. (Market Analysis)
  • Ensure that the site is very visual. (Market Analysis)

I now had everything required to build out the solution for Precision Door – we were ready to build something that had a very high-likelihood of converting interested customers.

The Solution

As usual, our process here at Kilobyte Studios is to start at the experience.  So, we mapped out what the site would eventually look like and got it in front of stakeholders for feedback.  Here’s what the home page experience was mapped out to be:

 

wireframes-1

 

 

As usual, the home page is by far the most important page, so we wanted to make sure that we were delivering something very influential here.

Specifically, we made sure that scheduling an appointment would be trivially-easy from this point in the experience.

Just after the home page, we embedded the second most important set of widgets:

 

wireframes-2

 

As you can see, we’ve hit on quite a few of the criteria we defined earlier, let’s revisit the list:

  • Keep the text minimal and simple. (Heuristic) Done
  • Make sure the primary conversion experience is always visible and obvious. (Heuristic) Done
  • Embed some way for customers to find authentic social proof. (Heuristic) Done
  • Give away value for free. (Heuristic) Done
  • Confirm the experience and authority of the brand. (Market Analysis) Done
  • Ensure that the site is very visual. (Market Analysis) Done
  • Let users sign up for a newsletter. (Heuristic)
  • Add an exit intent modal. (Heuristic)
  • Provide a guarantee. (Heuristic)

Once we had the wire-frames reviewed and approved, it was time to move on to the fun part – designing the site aesthetic!

This is what the site looked like before we got involved:

 

designs-2

 

As you can see, it’s really not that bad.  It’s a bit confusing, but the call to action is clear and the aesthetic is simple.  The main issue is really that there’s a bit to much text and the navigation bar is cluttered.

Here was our first iteration of the home page:

 

designs-1

 

As you can see, it looks very modern and the calls to action are very clear.

Here’s another page that we designed.  The aim here was to convince buyers that were sitting on the fence to at least schedule an appointment (if their neighbors were doing it, why not them too?).

 

designs-3

 

Now, we still hadn’t designed anything in particular for the second customer segment: individuals who need emergency help ASAP.  We handled this in part by having the big “schedule appointment” button on the navigation bar (even moreso since the phone number was there also).

Though we did still need something for users that were very clearly in need of help soon.

Who would that probably be?  That’s right – anyone visiting the site from their phone!

We ran some simple reports to find out what portion of users engage within 20-30 seconds were on their phones, and the numbers aligned with our assumptions. So with that in mind, we added another fixed element for visitors browsing the site from their phone:

 

designs-4

 

At this point, we were essentially done, so we jumped into usability testing, where we put the site in front of real users, and extracted insights from their experiences.

 

usability-1

 

Here are the insights we captured:

  • Users don’t want to schedule an appointment on the very first screen.
    • Solution: Add a “Learn More” link to the home page also.
  • Social proof must be authentic (there must be some way to verify it).
    • Solution: Add a link to the impartial review after each testimonial.
  • Text is very hard to read.
    • SolutionAdd a link to the impartial review after each testimonial.
  • Users need to know how long it’s going to take or cost.
    • SolutionAdd a simple estimated resolution timer to the scheduling experience.
  • Users must be have a simple way to keep in touch in case they want to make a decision later.
    • Solution: Leverage the exit intent to ask for user emails upon exit.

For the sake of brevity, we won’t go into detail on each of these solutions, but here’s one that we really enjoyed.  It’s the exit intent used to capture emails for the newsletter when a user attempts to close the browser window:

 

designs-5

 

Note that this is a very inviting and unique popup (contrary to the standard rectangular popups we see everywhere nowadays).  This new unique approach, coupled with the simple value add (the coupon itself) will lead to more conversions for the newsletter.

In the ended, and after about a month total of development time, we arrived at the beautiful end result:
showcase-precision

 

 

As you can see, the web presence for Precision Door of Omaha has been finely tuned to their exact business needs.  Let’s revisit our initial set of goals:

  1. We need to get our product in front of those customers. Out Of Scope
  2. We need to convince them (both segments) to buy. Done
    1. Segment A: The discretionary buyer. Done
    2. Segment B: The emergency buyer. Done

But don’t take my word for it: stay tuned and check out the results section below as they data rolls in!

All in all, we’re very proud of this site, and would love to do the same for you: request a quote today to get started!

The Results

Coming Soon…

Key Takeaways

In working with Precision Door of Omaha, I learned quite a bit on how to deliver on unique business challenges:

  • Keeping the phone number in the navigation is a no-brainier for local businesses.
  • It’s not always a bad idea to customize a unique mobile experience.
  • Biggest Realization:  Every assumption you make before you get your product in front of real users is nothing more than that: an assumption.

 

I'm currently available for work starting September 1st, 2016.

Let me blow your expectations out of the water.

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