Website Rebuild Drives 56% Surge in Traffic and Streamlines Sales Support
MAD Elevator, established in 2005 and headquartered in Mississauga, Canada, is a leading manufacturer of high-quality elevator fixtures, interiors, and digital products. Serving major elevator contractors like KONE, Schindler, Otis, and Thyssenkrupp, MAD has built a reputation for excellence in the industry.
- Industry
Manufacturing
- DeliverablesWebsite DesignWeb DevelopmentWebsite CopywritingArchitectureStrappi CMS
Challenges:
- Limited Product Awareness: customers were only aware of a portion of MAD's product line.
- Information Accessibility: difficulty finding information and resources on the website.
- Product Comparison: inability for customers to easily compare products.
- Content Overload: excessive legacy content made it challenging to find relevant information.
- Target Audience Alignment: content was not well-suited for all target audiences, including designers and consultants.
Hyphen's Approach:
As always, we started by undertaking a comprehensive Discovery Phase, including interviews with customers, internal and external stakeholders, and leadership teams. This process led to the development of website architecture aligned with MAD's business goals and their customer’s digital purchasing journey.
Through strategic planning and user-centered design, we reimagined MAD Elevator's website into a dynamic experience that effectively showcases their comprehensive product line and serves their diverse audience.
Impact
- Unique Users increased by 56%, and Sessions saw a 57% rise, indicating enhanced user interest and retention.
- An increase in pages per session suggests the site is easier to navigate for users.
- The new website provides a high-quality user experience that aligns with MAD's premium brand.
- The streamlined website allows customers to find pertinent information independently, reducing the burden on the sales and support teams.
Solutions Implemented:
- Website Consolidation: Merged three websites—MAD, ECR, and MosaicOne—into a cohesive, easy-to-navigate platform.
- Enhanced Navigation: Introduced an expansive mega menu complemented by sub-navigation for each product and solution, facilitating quicker access to information.
- Content Optimization: Reduced and reorganized content, migrating information from PDFs and brochures to web pages for better accessibility.
- Integrated Resources: Developed an intuitive Resource section with a search bar and structured navigation, allowing visitors to access all relevant details, downloads, FAQs, and related information in one place.
“Hyphen put real thought into our website’s design and copy, and we’re thrilled with the result. They listened, took feedback seriously, and stayed committed even after launch to make sure everything was right.”
Senior Marketing Manager