1) However, due to the misalignment of the website structure and its goals, Wolfvision is missing out on business opportunities.
Wolfvision is using a standard e-commerce structure of HOMEPAGE ⇒ CATEGORY PAGE ⇒ PRODUCT PAGE however, unlike a standard e-commerce site, their individual product pages do not have a clear conversion event (such as “add to cart”) and nor has their category page.
A product page is for example this page. A category page is their landing page, therefor this page
2) Because Wolfvision is not using high-conversion persuasive copy, they are limiting their potential to get business leads from that page.
Wolfvision's category page should include more copy that supports buying behaviour and is relevant for the buyer’s journey stage of their audience. They should better address areas such as “building trust”, “differentiating themselves from competition” and tapping into “motivations & emotions” of their visitors.
Buyer’s journey is a mental model describing 4 stages of buyer’s behavior. It is good to tailor communication for each stage to address buyer’s needs at that point.
3) Wolfvision is getting less leads than they could because of the way their contact form and top menu are designed.
Their form is missing key features such as “expectation management” section and is therefore converting less than it could. Their contact button in the menu is not highlighted so it is not obvious to users that this is the best way for them to take the next step.
1.1. Wolfvision should optimize their site for user journey
There are two strategies companies in the engineering space take if they want to avoid having e-commerce on their sites.
They either create e-commerce like shopping experience, but instead of “buy” or “add to cart” they let users add the item to a “get a quote” cart and the conversion event is then “ask for a quote” (such as https://www.imagine-optic.com/), or
an alternative is to create customer journey around the category page, for example CATEGORY PAGE ⇒ PRODUCT POP-UP ⇒ CLOSE PRODUCT POP-UP AND RETURN TO THE CATEGORY PAGE - this way the category page can be turned into a landing page with the main conversion event
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1.2. Wolfvision needs to decide on their landing page goal and optimize around it
Their landing pages lack a clear direction in terms of the business goals they want to achieve and therefore Wolfvision misses out on UX and conversion opportunities.
When users click on a product “details” button, there is NO clear conversion event on the product pages so their customers are not sure about the next step. “Should I scroll all the way down to fill out the form?” See problems with the form here. “Should I try the (non-highlighted) ‘contact’ link in the busy upper menu?” They should pick one of the two options above and optimize the journey around it.
They should ask themselves two questions:
What is the top action we want our visitor to perform on our landing page?
What is the top action the visitor wants to perform (so that you can stay realistic about question #1)?
The ultimate goal of their website is to get their visitors into their sales funnel.
There might be 3 options after the visitors have seen and compared their products on the category page. Users might want to
Get support in choosing the right product
Get a quote for one or multiple products
Find a reseller in the visitors country
Setting a primary goal would inform their design choices on call-to-action buttons, the structure of product pages, and other elements on the landing page and would allow for site optimisations beyond the scope of this case study.
2.1. Above the line - Wolfvision should communicate benefits and answer the right questions
No matter which of those 3 goals above they decide to set, the following are the general best practices that would nudge towards a conversion and address following issues:
The site does not communicate the value and benefits of their solution or visualizers in general.
The site does not address the needs of visitors who are considering buying their solution.
How is their solution unique?
How should I choose what is best for me as a visitor?
💡 Their tech stack is convincing. They are trying to make things better. Their tech stack includes tools like Lead Forensics, Google Optimize 360, Pardot, and more. Doing the rights stuff described in this teardown would help them leverage their investments.
Answer “What is this?, Is it for me?, Why should I trust you? Why should I buy from you?”
The first question any visitor has after landing on a page is: “What is this?” Wolfvision's above-the-fold headline reading “Visualizers / Document Cameras” does a good job of answering that question.
However, the next three questions people need to answer are not addressed very well:
What is in it for me? Although the benefits of visualizers might be generally known to their audience, if they do not communicate any of it above the fold, they might be missing out on conversions and reducing your conversion ratio. They should tap into the motivation of why visitors have googled “wolfvision visualizers”. Sub-headline such as big bold “KEEP YOUR CLASSES ENGAGING” would help (actual copy should be based on customer research).
Why should I trust you? A good way to improve trust are references and social proof and it needs to be fairly up on the page (might not apply for well-known and trusted brands) as this question comes very early on in the visitors’ minds. Logos of their customers or a short testimonial would work well together with the case studies they already have down on the page.
Why should I buy from you? Their page is aimed at the audience in the “consideration” phase of the buyers’ journey. At this stage, the visitors are comparing product features and looking for points of differentiation. They should use their above-the-fold section to hit their audience with a strong differentiation point or unique selling proposition. They should tell them “WHY VISITORS SHOULD BUY FROM THEM”!
Who is this for? Although that small text below the headline is cleverly trying to convey the message 1) who is this for and 2) social proof at the same time, it is hard to read due to the white text on a noisy background. Visitors will most likely skip most of it.
Limit the choices to streamline attention
The highest-performing landing pages also try to eliminate distractions. There are two levels of the menu in the top right section of the page. There is even the “notification” icon on the careers page which is very distracting.
So many options can lead to users losing momentum and motivation to complete the actions they came to the site for. It is good practice to remove distractions from landing pages (Although this requires thorough evaluation so that it does not lead to users being lost or any kind of SEO penalizations. For this reason, this is sometimes done only on pages referenced from paid ads as this exercise then gets easier). I have also written about momentum, cognitive fluency and motivation in this article with tips to increase number of filled forms.
2.2. Body section builds on e-commerce structure while the site does not allow users to follow that path to the end
WHY SHOULD I BUY FROM YOU is the primary question of audience in consideration phase
Most users arriving at the page are in the consideration phase of the buyer’s journey (mostly they arrive by typing “wolfvision + keyword” into google, which means they are already aware of the problem Wolfvision solves and generally even the solutions to it, potential vendors & the Wolfvisionbrand).
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Again, this kind of audience needs assurance that Wolfvision's product is the right for them when compared to competitors. Also, they need to be effectively able to pick well among their products. Great work with the comparison feature. However, they could add title paragraphs for each product category to highlight the different benefits between ceiling devices compared to desktop devices.
3. The form section is significantly underoptimized
What is going to happen if I submit the form?
It is good that Wolfvision provides the option to call or send an email directly.
A key missing feature of the form is the “expectation management” section. What should the visitor expect once they submit the form? Are they going to call back? Email? When? Is this an order form? Or a general form?
It is best practice to treat forms like separate pages within a page. They should give it a headline, and description, make sure they limit ambiguity, and manage expectations with a proper copy. The accompanying CTA “contact us” should be revised too as it does not communicate an outcome or benefit the visitor desires.
From a design perspective, the form takes up unnecessary space, primary the bottom padding is too big.
Get more personal
Regarding their contact details - general addresses like email@example.com are off-putting because they are impersonal. A visitor does not know who they are writing to. Is this customer service? Sales? A receptionist?
They should let users know who they are reaching out to and what is going to happen.
A few more tweaks to consider
It is good that they provide downloadable PDFs. This probably serves well their distributors as well as end customers. However, the download button/link should be accompanied by some form of annotations, such as 1-2 lines about what is found inside the file and why should visitors download it.
There is a newsletter signup field in the footer of the page. But they do not communicate what is the benefit for visitors if they subscribe to the newsletter? Product updates? Software updates? Market updates? How often? If one of their strategies is to build their mailing list, there is also room for improvement around that signup field.
The icon in the bottom right corner is usually reserved for the on-site chat feature. Clicking the icon on Wolfvision's shows the option to either “Download excel” or “Compare products” which might confuse users. They should also consider adding chat features to their site to improve conversions and get closer to their online customers.
They could make the entire product cards but mainly the product image clickable (not just the button “Details”)
wAn improvement over the current design would be to have 4 products on one line (large screen layout) as currently, there is just one product in the second row.
They could make that “Contact” button in the menu prominent so that it is apparent it is more important than the others.
The notes above are an "outsider" point of view. I was not engaged by Wolfvision to provide services of any kind to them did I have the opportunity to discuss the findings with responsible people in Wolfvision. Based on the study, it seems that the website and overall digital lead capture strategy could be improved, potentially aiding further rapid growth and at the same time driving efficiency improvements in their sales department.