Case Studies
Direct Doors Ltd.
Before
The original Direct Doors site delivered a relatively healthy level of business, despite being very difficult to use.
The report prepared by Call2Action suggested two courses of action, the first was to rectify the errors of the existing site to maximise the sales from the existing visitors to the site; the second course of action was to start from scratch and build it properly. A discussion with the existing developer made the decision easier to make – to fix the errors on the site would have cost in the region of £3500, whilst the site could be re-built from scratch for little over double that and with 50% funding of costs from Midlothian council, it made the decision a “no-brainer”
From extensive research we knew that there was a market for this type of site and that Direct Doors were uniquely placed to achieve this.
After
Call2Action worked with Direct Doors to produce a functional specification and then helped them to locate a suitable supplier of services for the project (MercuryTide of Edinburgh and Glasgow). We also worked with the client and the supplier during the build phase to ensure that the specification was realised in the finished website.
The new site received 9 orders in its first week, delivering over a 3 fold increase on the old site. Feedback since Day 1 has been excellent and the sales process is now highly intuitive, with features allowing the site visitor to switch between inches and millimetres, “how to” guides and a step by step order procedure.
The site is now generating the majority of the company’s sales.
We worked with Visit Scotland.com in 2005 when the site was relatively high profile with both the industry and the press. The feeling was that the site had lost its way and had moved away from its purpose, which was to promote Scotland.
From the image here, you can see that we highlighted a number of areas just on the Home page where the “sale” was being lost. The over-riding issue was that the site was too complicated with too much going on and in the middle of all this was a telephone number. This resulted in site visitors being overwhelmed as soon as they entered the site and just phoning the number for assistance rather than try and work they way through the site.
After
The revised site was stripped back (above the fold at least) to a strong image showing the “best of Scotland” (this was on a refresh and so changed every few seconds), together with a booking enquiry facility and a map for further exploration of Scotland.
This resulted in a doubling of the visitors booking and making enquiries through the site
More Case studies to come!
