Image Credit : Screen shots taken from Lawn Solutions Australia site: http://www.lawnsolutionsaustralia.com.au/
Project Overview
Improve the web presence for Lawn Solutions Australia, Australia's largest network of turf specialists.
Project Commissioner
Project Creator
Team
Lawn Solutions Australia - Client
Focus Creative - Strategic & Creative Lead / Digital UX Design
Handmade Web - IA / Digital Development
Project Brief
Lawn Solutions Australia (LSA) presented a brief to update their existing website with the aim to simplify the quoting process for the consumer and improve the overall user experience of the site.
Focus Creative was briefed in to amend the content flow and user experience from a digital design perspective. The development of the website was collaboratively carried out by Lawn Solution Australia's existing website development partner Handmade Web.
Project Need
As a network of 40+ independant turf farmers, LSA have a duty to equally represent all farmers without favour, this was a key consideration of ours during the project. We created an online quote tool that filtered growers based on the users location, and efficiently source 3 competitive quotes.
Beyond the consumer benefits to the quoting system, there were additional back-end functions that presented business management advantages. As consumers approach growers online for a quote, growers input their quoted price into the site, quotes are submitted within the backend of the site for LSA to observe and track.
Previously there was limited visibility on the quotes provided by growers with issues reported of price undercutting for sales. Having quotes submitted within the system has kept growers more accountable for the prices they are offering. The quoting system also encourages efficient response times, as a consumer requests a quote by a grower there is a time limit for the grower to respond before the quote is offered to another grower.
User Experience
During the scoping process of this project it was established that one of the problems the original site faced was a high user drop out rate. This was due to the level of user involvement it took to source comparative grower quotes. Whilst the site listed all of the growers within the network, the user still had to manually source their nearest growers to arrange individual quotes. To overcome this and promote a more positive user experience, we created an automated and equitable system which simplified this for the user.
Project Marketing
Being a redesign project there was no major launch of the site. Marketing of the project has been achieved through digital campaigns.
One intended use of the site was to become a more efficient conversion tool for future digital campaigns. As the site contains concise landing pages around each of the turf types it presents as a prime destination to drive traffic.
Traffic is also driven to the site through social media. The large library of blog content housed on the site is frequently shared through Facebook. Within these posts is a link back to the Lawn Solutions website to learn more.
Project Privacy
The on-site quote tool for Lawn Solutions Australia uses personal information of the user such as their email address. To prevent unauthorised access and misuse of users private information Handmade Web ensured digital development included a variety of necessary security measures.
SSL security was implemented to ensure secure browsing sessions on the site for the user. Brute-force protection and IP lock outs were also included to prevent hacking attempts or site use from those who have been flagged for suspicious activity.
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