2016 willscot.com Refresh


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Main Category: Marketing Piece Entry
Entrant: Williams Scotsman
Date of Initial Distribution: 10/20/2016

Award Criteria

  1. Specific Medium Used


  2. Target Audience

    Unknowledgeable prospects, prospective customers and loyal customers/users of modular space

  3. Methodology

    Persona research was conducted and utilized in a UX audit to identify opportunities for optimization

  4. Message to be Communicated

    Experienced provider of “ready to work” modular solutions for your office, classroom or storage need

  5. Distribution

    Paid media and social campaigns, email marketing, internal communications and our sales team

  6. Entry Objective

    Our primary objectives with the 2016 willscot.com refresh were: 1. To better understand our users (including their key behaviors/needs, motivators and pain points) and to optimize their web experience based on those findings. 2. To increase traffic to willscot.com (specifically from organic sources). 3. To better support company-wide goals and initiatives. We kicked off this project by conducting persona research to identify the key users of willscot.com. We utilized that information in a user experience (UX) audit of willscot.com where we identified opportunities related to our homepage, hierarchy/IA structure, click-path and content. By implementing changes to these key areas, we were ultimately looking to create a better experience for all willscot.com users while increasing web and business related KPI's.

  7. Effect on Sales, Visits, or Inquiries

    By streamlining our hierarchy and updating our IA structure, we’ve provided a more intuitive user experience – effectively speaking to the full spectrum of willscot.com users (from unknowledgeable prospects to loyal customers). We’ve prioritized content to create clearer paths for users, reducing the click-path to key content from 7-8 clicks to 3-4 (in many cases 2). We’ve also benefited from an SEO perspective. Post-launch reporting shows an 11% increase in traffic (4% organic) over the prior “pre-launch” period. Additionally; unique users rose 10% (3% organic), bounce rate declined by 2% (14% organic), total goal completions (including requests for quote, general info and service) rose 2%, and leads generated from willscot.com resulted in 8% more orders. Overall, we’ve created a better user experience, increased traffic and are better able to meet company-wide goals.