As is the challenge with any new or unique technology, it can be difficult to communicate a previously foreign concept. How do you convince audiences their impossible problem actually has a solution that isn’t too good to be true?
To effectively deliver InFlight’s value proposition, we would need to better understand the needs of their target market and align our messaging with those needs. From there, we would need to structure the site to nurture leads and push users to convert on InFlight’s demo and pricing requests.
Driven by Analytics
We took to GA to assess where users were falling off. Bounce rates were high and the main behaviour flow consisted of a back and forth between the Home page and About page. Clearly, users were missing something.
The majority of traffic landing on the Demo page consisted of new users coming directly from organic search results. With the Demo page offering no more than a form, these ice-cold leads were starting at the bottom of the funnel with no prior exposure to InFlight’s content. This is the opposite of lead nurture, so we took this information along with InFlight’s desired conversions and planned a new website structure to influence user flows.
|“InFlight challenged Stryve to create a new website that connected with our target customers to build empathy and credibility. Stryve applied our own product design and user experience principles into the site, created intuitive navigation systems based on customer personas, and designed a front-end that amplifies key information and content. The result is a customer-focused site that clearly communicates our value proposition in the most efficient way possible. We’re already seeing a lift in key metrics and site conversions. In addition to the end results, the process of working with Stryve was great. They field a scrappy team of SMEs that drove the project to completion.”
-Karl Wierzbicki | Director of Marketing, InFlight
We wanted to make InFlight appear more modern and approachable while still keeping their established branding intact. Our first move was to adjust the colour palette, making their orange and blue more vibrant while demoting their navy down to an accent colour. The goal was to come off as less corporate and more friendly while providing a new feeling of energy.
The biggest design challenge was keeping things in line with WCAG 2.0 accessibility guidelines while fulfilling our brand objectives. Brighter colours are eye-catching, but they can provide issues with contrast—especially with white text. This meant adjusting colours and font sizes to pass AA standards while still maintaining a clean and professional design. Since InFlight ensures their products are AA accessible, we needed to make sure they ate their own cooking and met the same standard themselves.
To give a fresh look to the site and brand, we moved away from generic stock photography and instead presented InFlight’s work as the hero. We created interactive before and after modules to show the InFlight difference and prove their service offering isn’t too good to be true. It was also a decision in line with our goal of keeping the site customer-focused, choosing to show what customers will receive rather than stock models who represent them.