The Challenge
Citrus-O’s previous website faced performance and usability issues that impacted mobile users, conversion rates, and overall user experience. Key challenges included stabilizing conversion growth, addressing outdated website architecture, improving mobile responsiveness, and creating a better experience for after-hours users. The website also required updated frameworks, modern design, and optimized content organization to meet the evolving needs of its users.
The Approach
Research
Conducted in-depth analysis of user data, heatmaps, and user recordings to identify drop-off points.
- Collaborated with Citrus-O’s call center to gather insights into user behavior and preferences.
Strategy
- Redesigned the site architecture, reducing navigation complexity and focusing on user-centric content hierarchy.
- Introduced mobile-first strategies to address the increasing number of mobile users.
- Implemented split-testing for after-hours booking forms to improve conversion rates.
The Solution
Key Improvements
- Integrated a modern, mobile-friendly framework to future-proof the site’s performance.
- Designed a mega menu tailored to different user personas, allowing easier navigation for service- and results-oriented users.
- Developed an after-hours booking form with advanced custom fields to toggle calls-to-action based on call center hours.
- Introduced clean, long-scroll service pages and a sticky menu for an intuitive browsing experience.
- Enhanced the blog structure with categories, tags, and related content for better user engagement and SEO performance.
- Conducted a full content audit, removing unnecessary pages and redirecting outdated links to relevant content.
Features Delivered
- A mobile-responsive website with optimized user journeys for key user groups.
- Improved page load speeds to meet modern performance standards.
- Automated processes with a cron job to email new after-hours leads for follow-up, eliminating manual errors.
The Results
Success Metrics
- Significant improvement in mobile conversion rates due to enhanced responsiveness and user experience.
- Increased user engagement with blog content, enabling the team to expand their content strategy.
- Faster page load times reduced user drop-offs, improving overall site performance.
Client Feedback
Citrus-O appreciated the modern design, mobile optimization, and improved efficiency, which helped them better serve their evolving user base.
The Wrap-Up
The Citrus-O website redevelopment addressed declining mobile conversions and outdated user experiences by implementing a modern, scalable framework and optimizing user journeys. Through careful planning, the project delivered a high-performing, mobile-friendly website tailored to Citrus-O’s evolving user base.