Challenge: OEE Systems, a provider of Overall Equipment Effectiveness (OEE) software, recognised the need to improve its website's user experience (UX) and conversion rate optimisation (CRO). They wanted to increase website traffic, engagement, and leads generated.
Solution: Brightspark performed a deep dive UX audit to uncover OEE Systems' website weaknesses and areas for improvement. Here’s what we found:
UX Audit: A thorough evaluation of the website's usability, information architecture, and design.
UX Research: Interviews with target users to understand their needs, pain points, and goals when visiting the OEE Systems website.
CRO Consultancy: Recommendations for optimising the website to improve conversion rates.
One of the key tools used during this process was Airgram, an AI meeting recording and note-taking tool. This allowed us to capture all of the interview sessions and share them with the client, providing a richer data set for analysis and reporting to clients.
Implementation: Based on the findings of the UX audit and UX research, we recommended several changes to the OEE Systems website, including:
Content makeover: OEE Systems' key landing page got a total content refresh - clear, concise, and 100% more informative.
Visual upgrade: the landing page’s design went from ‘meh’ to magnificent, making it a joy to navigate and a delight for all future potential visitors.
Increased information and customisation options: Providing more detailed information about OEE software and offering users more customisation options.
Inclusion of practical examples: Showcasing real-world examples of how OEE software works and its user interface.
Results: Following the implementation of our recommendations, OEE Systems saw a significant improvement in website performance. Here's a comparison of website metrics from 2023 to 2024:
Website Views: Increased by 153%.
Average Engagement Time: Decreased slightly but it’s important to consider this may be because users are finding the information they need more quickly due to the website improvements.
OEE Software Page Views: Increased by 23%.
Conversions: Increased significantly across all tracked metrics, including Contact Us page visits, pricing page views, software consultation requests, and downloads of OEE guides.
Overall, OEE Systems experienced a positive return on investment (ROI) from their UX audit, UX research, and CRO consultancy. The website improvements and increased marketing efforts led to a substantial increase in website traffic, engagement, and leads generated.
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"We are thrilled with the results of our collaboration with Brightspark. The website improvements have made a significant difference in user experience and engagement. We've also seen a considerable increase in leads generated. We highly recommend Brightspark for anyone looking to improve their website performance."
Irene Maher, Digital Marketing Manager, OEEsystems International
Key Takeaways:
This case study highlights the importance of investing in UX audits, UX research, and CRO consultancy. By prioritising user needs and implementing data-driven recommendations, companies can greatly enhance their website performance and achieve their business objectives. If you are seeking a trustworthy and efficient way to improve your business's digital presence, feel free to contact us!