Case Study

Major national optical product company suffers’ from lack of identity and sibling rivalry



A US subsidiary of a high-profile, multi-national optical product conglomerate came to us with a serious identity crisis ‘€“ as one of several sister divisions selling similar optical lab equipment, they suffered from brand confusion, web site cannibalism, and lack of market visibility.


We performed a thorough internal and competitive web site audit and discovered that several sister divisions were, in many cases, competing for the same customers with the same products. All divisions maintained similar-looking web sites with generic, standard keywords, accessed largely through an unwieldy international parent site, resulting in confused visitors often being sent to the wrong site. Keywording was minimal, and represented the corporate holding company, NOT the client; specific product keywording was nonexistent. Confusing navigation, conflicting messages, and misappropriated leads all added to the client’€™s woes.



Our audit revealed that virtually all of the other divisions’€™ web sites lacked visitor-friendly navigation, focusing on products and model numbers without regard for what the site visitor’€™s ‘€œpain’€ might be.


In response, we redesigned the client’€™s web site, creating a visitor-friendly, pain-based home page that focused on directing the site visitor to the right optical product based on what their use was. A separate navigation bar enabled visitors to click on buttons highlighting what kind of samples they needed to view.


Existing Application pages contained no helpful how-to application information, just minimal product data. The entire section was revised to improve ‘€œstickiness’€ by adding all of the major industry applications and including helpful tips and techniques for getting the best images, with links to the appropriate product pages for further information.


In addition, all content was rewritten for search engine optimization and the entire site was re-keyworded to include the most popular industry- and product-specific search terms and every page was re-titled and given new descriptions to further improve searchability.



As content and navigation changes were implemented, web traffic statistics reflected the overall improvement in traffic:


‘€¢ The client is showing up in more keyword searches within the first 3 pages compared to previously not showing at all. This trend continued to improve as keyworded content was added.


‘€¢ In the year prior to redesign, the site didn’t go above 10,000 visits per month. When new and revised content began to be added, site traffic began to rise and remained above 10,000 visits per month during the five-month project.


‘€¢ Unique users increased from 4,759 to 6,465 ‘€“ an over 30% rise


‘€¢ The monthly average visit to the site had increased from 11,786 to 14,004 during one quarter. The daily visits had gone from 380 to 451 in the same period.


‘€¢ The number of people who visited the site more than once had gone from 1,324 to 1,697 ‘€“ an over 20% increase.