evolverefrigera�on.com - 2017

Case Study

AGENCY, MAI?

agencymai.comContact: Kevin Hassall+44 (0)20 3239 9270kevin.hassall@ agencymai.com

Evolve Refrigera�on Website

Client and Ini�al Brief

The Problem

Phononic are a North Carolina-based innovator in thermal energy technology, ranked by CNBC as one of the top 50 most disrup�ve companies in the US.

As their medical refrigera�on business grew, Phononic’s requirement was that EvolveRefrigera�on.com should split away from the main corporate site, in order to provide a dedicated website for the Evolve product range.

The requirement was that we adapt the exis�ng corporate site (which itself would be replaced in a subsequent project). Where this became problema�c was that the main company site had been developed to be high-impact and self-consciously modern – a kind of “B2B Apple” site with bold imagery and pithy messaging; but as the Evolve business developed it was necessary to use the site to communicate detailed product informa�on and to sell refrigerators, not simply to gain a�en�on and communicate key messages. A site designed to communicate brand messaging was now to be used to provoke purchases.

Moreover, at the �me the site was created, there were few assets available for Evolve – no high quality photography of the refrigerators, few videos, etc.

The SolutionWe restyled the existing site, added specific product pages, prompted email list sign-ups, and generated imagery using 3d rendering and Photoshop manipulations. This fell into two main parts – assets, and user experience and design.

The asset genera on work involved creating new scenes of the refrigerators in appropriate environments (on the current website it looks as if there are photographs of the fridges; these are digital creations which we built and worked into modified environments), and new imagery for components. This involved intense periods of work when new assets need to be visualized, or if the fridges need to be shown in different environments to match changing business priori es.

Secondly, the evolution of prompts for users to download materials, view product pages and make inquiries to the sales team has been an ongoing process of continuous improvement, as over me we have reviewed and improved the call to ac ons and messaging across the site.

Subsequently, we continued to perform all ongoing site maintenance and admin functions – adding blog posts, new pages and videos, changing messaging, revising tech specs and downloads, etc., from the launch of the site to its eventual retirement after a successful deal between Phononic and Thermo Fisher.

The OutcomeThe obvious initial result was a distinctive, a�rative site, built swi�ly. And after the site went live Phononic’s Medical Refrigeration team appreciated swi� updates to site content – with simple content changes typically live in less than one business day from the request being made – and consistently current and relevant content.

What is less obvious is that, through a process of continuous improvement, between the deployment of the site and its retirement website traffic doubled and we converted an increasing percentage of visitors to inquire for purchase, with an eight-fold increase in visitors who become solid prospects. That means that the ongoing work delivered a 400% increase in new sales prospects relative to site visitors.

AGENCY, MAI?

agencymai.comKevin Hassall+44 (0)20 3239 9270kevin.hassall@ agencymai.com