Client Snapshot: Special-Lite
Special-Lite, a company in architectural products, had a big problem with its documentation system. Users struggled to find what they needed, leading to support calls that ate up valuable sales time. Worse, even small content updates required a developer. They needed a website optimization service to make things run smoothly and let the team manage updates without needing extra help.
The Real Problems
Special-Lite’s old system was full of roadblocks:
- Confusing Navigation: Users had trouble finding documents, often calling support for help.
- Frequent Updates Needed: Keeping up with building codes and product changes meant frequent updates, but every change needed a developer.
- Limited Access to Files: Documentation was hard to link across the site, making product pages less helpful.
- Unorganized Back End: Without a good content system, files were messy and hard to manage.
Main Goals:
- Make it easy for the team to update documents.
- Allow users to access content in several areas without hassle.
- Free up sales reps by reducing the support calls about documentation.
The Goals That Mattered Most
For this project, success came down to two clear goals:
- Reduce Time on Page: Cut down time spent on pages with documents so users could find what they needed faster.
- No More Developer Dependency: Set up the site so the marketing team could make updates on their own.
Big-Picture Vision: The new system had to look great within the updated website style, with an easy flow that made sense for both users and team members.
The Strategy: Creating a Smarter Documentation System
Step 1: Understand User Behavior
I started by diving into user behavior to see what was causing issues:
- User Analysis: Using Google Analytics and Hotjar, I found that users were spending too much time on documentation pages without finding what they needed.
- Design with Intent: Built out a plan in Adobe XD that focused on faster navigation and better layout.
- New Content System: Set up Advanced Custom Fields (ACF) and custom post types in WordPress to make documentation content accessible across the site.
Step 2: Multiple Ways to Access Documentation
Users needed several ways to reach the documents they wanted:
- Documentation Library Overhaul: Used FacetWP for custom filtering and Relevanssi for better search results focused on documentation.
- Product Page Updates: Added direct links to relevant documentation on each product page.
- Improved Filtering on Mobile: The documentation library was optimized for mobile, making sure filtering options were easy to use on any device.
Step 3: Organizing the Back End for Simplicity
I set up a clean back end so the team could work independently:
- Organized Directories: Created specific folders for content and media, making files easy to find and update.
- Content Import and Mapping: Migrated old content with WP All Import to fit the new structure.
- User Roles and Permissions: Used User Role Editor Pro to ensure everyone could access what they needed without breaking anything.
Web Optimization Service Results: Better Access, Fewer Support Calls
Here’s how the changes paid off:
- Faster Navigation: Users were able to find what they needed in less time, bringing the average time on page down to under 5 minutes.
- 25% More Documentation Downloads: Product page downloads increased significantly.
- Twice the Site Search Use: Users were using the site’s search feature twice as much, finding documents without extra help.
- 25% Fewer Support Calls: Sales reps got fewer calls, giving them more time to focus on actual sales.
By providing Special-Lite with a website optimization service tailored to their needs, I created a streamlined documentation system that put control in the hands of the marketing team and made life easier for everyone involved.
Key Takeaways and What I’d Do Differently
What Worked:
- Patience with Change: It took time for the new system to show full results, but the wait was worth it.
- Specific Goals: Staying focused on clear goals helped make each change meaningful.
What I’d Change:
- Measure for Longer: Monitoring post-launch for a longer period would have helped in making ongoing tweaks as user patterns shifted.
- Add Incremental Updates: Making small, gradual updates over time could further improve the user experience.
Ready to Simplify Your Website and Get Real Results?
Special-Lite now has a system that’s efficient and easy to manage, helping their team work independently and improving the user experience. If you’re looking for a conversion optimization expert to transform your website, Get Started by filling out my contact form and let’s build a solution that works for your business.
