Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How a Website Redesign Helped One Operational Intelligence Company Up the Ante

How a Website Redesign Helped One Operational Intelligence Company Up the Ante Blog Feature

Vin Gaeta

Managing Director, IMPACT+ Division, 10+ Years of Sales & Marketing Experience, 12+ Years of Development Experience, 14+ Years of Project Management Expertise

September 22nd, 2016 min read

VizExplorer is all about data. Its operational intelligence software helps companies in the Casino, Sports/Events, and Manufacturing industries gain amazing insights into their user data and visualize it in real-time.

Rather than spending hours analyzing reports in order to optimize gaming floor layouts, improve relations with players, and devise the best, most effective marketing campaigns to bring in the right  to users, VizExplorer allows casino operators to consolidate their player and slot machine data to gain valuable insights into player preferences and slot performance.

Viz-Explorer-Products-After.jpgArmed with these insights and VizExplorer’s suite of operational intelligence tools, operators are empowered with the right information to make the best business decisions.

By helping companies visualize their real-time data from numerous sources, VizExplorer is improving the way clients make educated business decisions. The only problem? As impressive as their software was, their website was coming up short, which is why they came to IMPACT for help.

The Challenge

VizExplorer’s suite of solutions was impressive -- the website and user conversion path, not so much.

The main challenge they faced was overcoming a dated design, based on old branding, and a lack of conversion points in critical sections. As a result, VizExplorer wasn’t seeing a large amount of site conversions and knew they needed a change. The original site had some valuable content, but it lacked a solid Search Engine Optimization (SEO) foundation.

Without an SEO strategy and multiple, optimized conversion points, new users weren’t finding the site and the ones that did followed a limited path that often failed to convert them to leads.

Our team knew that utilizing HubSpot to help their team with SEO was key to VizExplorer’s success. The information on the site needed to be built out.

Each product had only a small blurb on a long-scroll page, without any conversion points for the user to take a next step in their journey. The content also lacked keywords that users would be searching for to find their products, and focused solely on what the product offered (but without detail).

The VizEplorer team wanted a visually stunning site that captured the essence of their dynamic software suite  and humanized the brand. Incorporating their brand colors was important as well as conveying the power of their software via screenshots and video.

Finally, the site needed to be developed in the background with the current site still accessible to the user base.

What We Did

After reviewing the site for conversion rate optimization opportunities, we focused on what was essential for the new website to be successful.

It was extremely important that we humanize the products and illustrate the power of VizExplorer’s solutions.

With this in mind, we knew the main element of the site had to be stunning visuals of the software. The previous site had limited screenshots, usually one per blurb about the product, and was one item we knew would help the users on their journey.

Our first step was finding a product page layout that showcased numerous screenshots and tons of great information about each offering, without overwhelming the user or requiring them to scroll down a large page.

Because VizExplorer’s clients are in heavily visual industries, we wanted to bring that mindset to the website. We knew giving the users a realistic look into how the product will help their company was extremely important.

The VizExplorer team created amazing videos to showcase the products in the environments in which they are used, namely casinos, entertainment/sporting arenas, and manufacturing sites, providing the user a real world look into how the products are used.

 VIzExplorer-BeforeAfter.png  

The Results

Based on the level of SEO optimization needed from the original site, and conversion paths we identified, we were confident that we’d see a spike early on with the new site.

One month after the launch in July, traffic was up 16.86%, leads were up 133.34%, and one customer had closed.

We also saw a reduction in bounce rate year-over-year not only on specific pages, but sitewide as well. VizExplorer’s homepage bounce rate in August ‘15 was 54.37%, which reduced to 47.08% in August ‘16; the site-wide bounce rate dropped from 58.45% to 52.16% and is still improving.

It was a pleasure working with the VizExplorer team to create this amazing site.

Key Takeaway: Put the User First

Having an optimized and well-strategized journey/conversion path for your user is absolutely critical. It’s important to review your website from the user’s point of view, and ensure you have all the necessary content and imagery needed to educate them on their journey.

Putting the focus on the user, making sure you answer all the questions they’re likely to have, and illustrating exactly what you do succinctly will allow you to achieve similar results in conversion rate as well as reduce your bounce rate. Remember, at the end of the day, it doesn’t matter if you like your site.

If your users don’t find what they want in it, it won’t perform.

Need some help with your website?  I’d be happy to talk about what we did for VizExplorer in more detail or even some things you can try.

FREE On-Demand: The Website Optimization Summit Opening Keynote

Watch Liz Moorehead’s takeaway-filled opening keynote from the Website Optimization Summit for FREE inside IMPACT+.

Your business website should be your most profitable virtual employee -- closing deals left and right. Yet, business leaders and digital marketers just like you are unwittingly undermining the money-making potential of your website. 

Let Liz Moorehead show you the simple and powerful ways you can immediately increase the revenue potential of your business website, no matter what industry you’re in, in this information packed keynote.

Watch Free On-demand

Keep Scrolling to Continue Reading

Watch Liz Moorehead’s opening keynote from the Website Optimization Summit, FREE on-demand inside IMPACT+. Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it!
Watch Free On-Demand
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
FREE On-Demand: Watch Liz Moorehead’s Website Optimization Summit opening keynote now!
Watch Free On-demand
FREE On-Demand: Watch Liz Moorehead’s Website Optimization Summit opening keynote now!