On Demand Tracking - Web Redesign
Chad Sherman
Project Overview
This project included a complete redesign of On Demand Tracking's main website. On Demand Tracking is a GPS tracking and vehicle camera solutions company servicing various fleet, heavy equipment, and auto financing industries. The On Demand Tracking website redesign is a testament to effective and user-centric web design. The site's UX/UI design is crafted with a clear understanding of the user's needs and the company's business objectives.
Client: On Demand Tracking
Industry: GPS Tracking and Vehicle Camera Systems
Services Provided: Web Redesign, E-commerce Migration to Shopify, Conversion-Centric Design, UX Research and Consultation
Objective: To overhaul On Demand Tracking's online presence, focusing on user experience, streamlining their e-commerce platform by migrating to Shopify, and enhancing site performance and sales through conversion-centric design principles.
Challenge:
On Demand Tracking aimed to rejuvenate its digital footprint, necessitating a multifaceted approach to address:
- Web Redesign: Crafting an updated, intuitive web interface that reflects On Demand Tracking’s technological leadership.
- E-commerce Migration: Ensuring a seamless transition to Shopify, preserving customer and product data integrity.
- Conversion Optimization: Leveraging design and UX strategies to amplify lead generation, customer engagement, and e-commerce sales.
- Organic Growth: Bolstering SEO to elevate organic search visibility and attract targeted traffic, reducing dependency on paid advertising.
Strategy and Execution:
- Innovative Web Design: Introduced a contemporary design, emphasizing On Demand Tracking’s industry leadership through user-friendly layouts and interactive elements.
- Shopify Migration: Conducted a meticulous migration to Shopify, enhancing the shopping experience while integrating bespoke functionalities for On Demand Tracking's distinct requirements.
- Conversion-Centric Design Principles: Utilized proven strategies from the NEVERDRY project, including distinct calls-to-action and streamlined product pages, to improve conversion rates.
- SEO & Content Strategy: Deployed a comprehensive SEO strategy, focusing on content optimization, site architecture refinement, and user experience enhancements to align with search engine criteria.
Solutions:
- Responsive Design & User Engagement: Developed a fully responsive site with engaging features to captivate users and facilitate exploration of On Demand Tracking’s solutions.
- Custom Shopify Features: Leveraged Shopify’s robust e-commerce solutions, adding custom features for product visualization, inventory management, and enhanced customer service.
- User Experience Improvements: Refined site navigation, loading times, and interactive product demonstrations, significantly boosting user engagement.
- Advanced SEO Practices: Applied strategic SEO enhancements to notably elevate keyword rankings, organic traffic, and market presence.
Foundational SEO Restructure:
A thorough SEO restructure was pivotal for enhancing On Demand Tracking’s search engine visibility:
- Comprehensive Meta Strategies: Implemented across products, collections, and pages, focusing on user intent to optimize for search engines. This included a full SEO audit and overhaul including optimized alt texts, meta descriptions, focused keyword usage, and structure data markup are utilized for improved search results rankings and overall visibility.
- Google My Business Integration: Strengthened local SEO efforts for better geographical relevance and customer reach.
- 301 Redirects: Addressed deprecated URLs to new paths, preserving SEO value and ensuring user experience continuity.
Custom Development:
Innovative custom developments were introduced to enrich the site’s functionality and user interaction:
- Enhanced Shopify Forms: Newly coded form fields utilizing custom .liquid code now capture essential inquiry information directly on the site, streamlining lead generation processes.
- Custom Code Integration: A dedicated frontend theme builder section for HTML and inline styling was added, facilitating rich content customization without external dependencies.
- Scalable CSS Customization: A separate
custom.cssfile was established within the Theme code for added and edited theme styling on top of the base theme CSS, ensuring clarity and maintainability of the codebase.
Design & User Experience:
The redesign emphasized a seamless fusion of aesthetic appeal and functional excellence:
- Color-Coded Product Sections: Utilized thematic colors to intuitively categorize products, enhancing user navigation.
- Collage-Style Collections: Adopted a dynamic presentation for products, ensuring a responsive and informative user experience.
- Custom Contact Forms: Integrated with radial button options for streamlined service inquiries, automating backend processes for efficiency.
- Trust-Building Elements: Incorporated ‘trusted clients’ banners and a reviews section, leveraging social proof to establish immediate credibility.
Website Optimization & Performance:
Dedicated optimization efforts ensured the website's superior performance and user engagement:
- Advanced Site Optimization: Employed tactics like Gzip Compression and WebP image formatting to enhance site speed and responsiveness.
- Responsive Design: Achieved a highly responsive design across devices, minimizing cumulative layout shift for an optimal user experience.
Results Metrics:
- Engagement Rate: Saw a 36% increase, reflecting enhanced user interaction.
- Unique Visitors: Grew by 22% year-over-year, indicating higher site attraction.
- Impressions: Increased by 27%, demonstrating improved visibility.
- Mobile & Desktop Speed: Achieved a 110% increase in mobile speed score and a 52% increase on desktop, as per Google PageSpeed Insights, highlighting significant speed optimizations.
- Accessibility Score: Improved by 25%, reaching a 96/100 score, showcasing the site's user-friendly design.
Conclusion:
The comprehensive web redesign and Shopify migration for On Demand Tracking mark a significant leap in digital excellence for the GPS tracking and vehicle camera systems industry. By integrating strategic design, innovative technology, and user-centric principles, On Demand Tracking has not only revitalized its online presence but also set a new benchmark for customer engagement and e-commerce success. This case study underscores the transformative impact of meticulous digital strategy and execution in fostering business growth and customer satisfaction.
