Gashap – Nonso Nweke

STRATEGIC REPOSITIONING FOR NEW BUSINESS

A website redesign with an intentional strategic overhaul aimed at captivating a niche audience of IT managers or C-suite executives in charge of the IT processes of their target audience to secure contracts.

My Contributions:

1. Handled the project solo, collaborating with the clients to ensure alignment with brief

2. Designed high-fidelity and sketched wireframes for the landing page.

3. Developed the Website Design using WordPress.

4. Iterated the designs based on usability feedback

4. Redesigned the logo and updated the Visual Identity based on client’s request.

5. Designed a company profile brochure and a pack of social media content and flyers

CLIENT

Gashap Technologies, U.S.A.

PRODUCT

Managed IT Services and Support

ROLE

Senior Web Designer/Wordpress Developer

TOOLS

WordPress, Figma, Photoshop, Illustrator

PLATFORM

Responsive Website

Understanding the problem

Understanding the Problem: Deep Dive into Website Performance

The initial phase of the project focused on gathering comprehensive insights into the client's website performance. This involved several key activities:

Client Interviews: We conducted in-depth interviews with the client to understand their goals, target audience, and any specific challenges they were facing with the website.
SEO Analysis: An SEO analysis revealed areas for improvement, such as keyword targeting, backlink profile, and on-page optimization.
Competitor Analysis: We analyzed competing websites to identify best practices and potential gaps in the client's website offering.
Expert Website Review: Our team of specialists conducted a thorough review of the existing website's design, user experience, and content.

Before

After

Key Findings

This comprehensive approach yielded several critical findings:

User Dissatisfaction: Client feedback revealed negative customer experiences with the website, resulting in no lead generation since launch.
High Bounce Rate & Low Engagement: SEO analysis identified a concerningly high bounce rate of 94% and an average session duration of only 4 seconds on the landing page. This indicated that visitors were leaving the website almost immediately.
Poor Design & Usability: The website was plagued by poor design, a confusing structure, and ineffective navigation, making it difficult for visitors to find the information they needed.
Content & Call to Action Gaps: Landing page content was insufficient and lacked clear calls to action, failing to engage visitors and guide them towards conversion opportunities.
Branding Deficiency: The website lacked a logo, relying solely on text. Additionally, there was no company brochure available online, further hindering brand presentation.

Optimizing for Lead Generation

This solution-oriented approach focused on creating a user-centric experience that would not only improve brand image but also drive conversions. Here's a breakdown of the key actions taken:

User-Centric
Design

Implemented a visually appealing website with intuitive navigation, engaging content, and addressing user dissatisfaction and low engagement.

Improved
Performance

Optimized website speed, mobile responsiveness, and navigation structure to ensure a smoother user experience for site visitors and a reduced bounce rate.

Conversion
Optimization

Integrated clear calls to action throughout the website, guiding users towards desired actions like requesting a quote, booking a consultation or downloading a brochure.

Content Strategy
& Branding

Integrated brand storytelling and professional branding materials (logo, brochure) to enhance Brand Presence. Created content for social media marketing

Sketching It Out: Early Design Ideas

I sketched out sections of the website, highlighting modifications and additions to visualize the redesigned website.

Iterating Based on User Feedback

We focused on making the features more accessible to the user, incorporating user insights and preferences to enhance usability and overall user satisfaction.

Exploring a Modern Branding

The website redesign wasn't the only aspect receiving an upgrade. To ensure a consistent brand experience across all touchpoints, we developed a cohesive visual identity and created engaging social media flyers to amplify the website's launch and key messages.

IMPACT AND OUTCOMES

The implemented solutions yielded significant improvements, transforming the website into a user-friendly and lead-generating machine. Some key outcome metrics include:

"We are incredibly pleased with the new design and we've seen a dramatic increase in qualified leads and received positive remarks from our top clients and partners."

Ayobami Awoyinfa

C.E.O, Gashap Technologies

34%

Bounce rate

(Reduction from 94%)

2m 3s

Avg User Session Duration

(Increased from 4secs)

18 Leads

Generated monthly

within 1st Quarter

LESSONS LEARNT

The Gashap Technologies project wasn’t just about creating a new website; it was a valuable learning experience. Here are some key takeaways that will inform future website design endeavors:

The Importance of In-Depth Analysis: A thorough understanding of the client’s website, target audience, and business goals is crucial for a successful redesign. Analyzing website shortcomings and user behavior informs strategic decision-making.
Focus on User Experience: Prioritizing user experience by creating a visually appealing, user-friendly, and informative website fosters engagement, improves brand image, and ultimately drives conversions.
Data-Driven Approach: Measuring website performance metrics like lead generation, bounce rate, and average session duration allows for data-driven decision-making and ongoing website optimization.
Tailoring Solutions to Client Needs: Each website redesign project requires a unique approach. Understanding the client’s specific challenges and goals ensures the implemented solutions directly address their needs.

THANKS FOR STOPPING BY

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