As a leader in the design and manufacture of commercial furniture, Workspace needed to blend sales-optimised functionality with a visually stunning appearance.
We customised WordPress to make the overwhelming amount of content accessible, including advanced custom fields and an online chat tool. Our balance of aesthetics and performance resulted in a significant increase in visitors, who spent 50% more time interacting with key sales pages.
Improving the look and feel of the website was key to attracting clients from the design and architecture industries. First, we needed to consolidate the Workspace brand and ensure brand baseline alignment between logo and digital marketing campaigns, social media, and print activities.
Perfecting the user pathways and adding in points of engagement to tell more of the brand story was also considered to be a great way to show Workspace’s values and start conversations with customers. We also set up an ongoing growth strategy to expand their brand awareness and improve traffic flow.
As a corporate furniture company, Workspace’s audience varies between architects, interior designers, commercial builders, facility managers, and corporate clients, in the 30 – 55+ age bracket. Coming across as professional and reliable is likely to impact well on their returns. We implemented an online sales assistant to answer visitor questions instantly, removing the hassle of waiting for a reply before making a purchase. When the sales assistant was offline out-of-hours, the visitor could leave a message.
We also included easier navigation through drop-down menus, integrated tools for social sharing, quick and easy contact via a ‘contact us’ call to action on each page, a promotional area to feature products and deals, and an embedded google map, designed with the mobile user in mind. All this was designed to provide a visually impressive design with a functional and intuitive user experience.
The broad capabilities of WordPress combined with its potential to store large amounts of content made it the perfect platform for Workspace. We used a variety of plugins to customise the website, including Zopim for the online chat tool and advanced custom fields for the product database.
Because Workspace has such a wide range of products and services so many different industries, their shopping cart needed to be easily searchable. The cart had 5 segments (including Hospitality, Aged Care, and Health Care) and 6 product categories (including Workstations, Hospitality, and Storage), all allowing the website visitor to drill-down via easy-to-use filters.
The main challenge for Workspace was to engage interior designers and architects with a visually stunning yet functional and intuitive website. Finding a balance can be difficult, but the results seem to show that we found it. With a huge engagement jump (50% more time spent the page), and increases in visitors for the main conversion pages, people can now find what they want easily and explore those pages in depth, ultimately leading closer to conversions.
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