3TAC signing experts

How to acquire more creative and innovative projects

The 3TAC website received a lot of visitors via SEA campaigns, especially on their neon sign page. But bounce rates were high and it attracted the wrong target audience. The people who requested a quotation had a small signing order and were only interested in finding a budget-deal.

Over the years the team of 3TAC got less satisfaction from working on these small projects. The goal for the new website was to obtain more innovative projects where they could unleash their creativity and problem-solving skills.

Where to start?

I reviewed the old website, looked at competitors, analysed the Google Analytics data and watched user recordings to see how people were navigating on the site.

The scroll behavior of users indicated that pages lacked scannable elements and didn’t offer enough enticing or inviting elements to continue their journey (or get convinced to get in contact with the company).

Amongst other insights it also became clear that the menu was a big showstopper. It lacked structure and consisted of way too many items. Users scanned through it and bounced or had to select multiple items to find what they were looking for.

To provide a better user experience it would be important to restructure the menu and cluster the items. Knowing that 3TAC wanted to attract ‘bigger’ customers, we should show navigation elements that align with the mindset of this target audience.

Clustering the content into 4 ‘worlds’

With our goal to lower the bounce and to attract bigger customers and more creative projects, we defined 4 customer segments:

  1.  The neon-customer (looking for a small/simple neon sign)
  2. The interior designer (who has a creative assignment)
  3. The managing director of a company (standard assignments, but medium to big size)
  4. The project owner (bigger and more creative custom made projects)

And to accommodate each of these potential clients we clustered the content into 4 main navigation items that now serve as the starting point of the users.

UX Design guidelines

Other UX changes that I made were:

  • Put more emphasis on innovation cases, by highlighting them throughout the site and by making it one of the menu items.
  • Tell more about how you approach projects, what is your proces.
  • Show ’the face’ behind the company: contacting Floor is more appealing than sending an anonymous quotation form.
  • Show your USP’s in scannable lists.
  • Invest time in creating ‘sexy’ visuals and use high quality photos to show end-results.
  • Communicate price categories so budget-seekers won’t unnecessarily contact you.
  • Position yourself more as a studio (in de navigation we now say Neon atelier and LED studio) to attract interior designers and other creative artists.

The result

Positioning strategy, UI design and development done by Raevels.nl

Visual design of the homepage

3TAC home UI

Visual design of the neon page

3TAC visual design

The project process

I executed this project in collaboration with Raevels.nl. The steps we took were:

  • UX Research (Analytics, user recordings, etc.)
  • Creating a new business proposition
  • Defining the content / storytelling and structure framework.
  • UX design (mobile and desktop wireframes)
  • Prototyping (a clickable version of the desktop and mobile website)
  • UI design
  • Website development (in WordPress – Divi) + hosting

Raevels and UX studio.online join forces to help businesses successfully bring a new product to market or stay ahead of their competition with an online re-design. Stay relevant by improving your brand strategy, business positioning, concept strategy and digital strategy.

We look beyond the user journey to discover new and creative ways to make a positive impact on your customer. Get in touch to see what we can do for your company.

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