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Website Design Updates
The Lab Depot Boosts Conversion Rate and Strengthens User Trust Through Modern UI/UX Design
The Lab Depot, Inc. (TLD) is an ecommerce business with 30 years of experience in laboratory equipment and supply distribution. With a mission to provide exceptional products and first-class service, The Lab Depot delivers premium laboratory equipment and supplies from trusted manufacturers in the scientific market.
Challenges
The Lab Depot relaunched its current website more than five years ago. However, as their business goals changed and sales targets scaled up annually, their website had to keep pace with the company’s advances. For instance, TLD aimed to collect additional customer reviews on Google, Yelp, and Facebook and improve its rating on the said platforms to strengthen user trust and attract new leads.
The digital marketing realm encompasses website design that meticulously incorporates user interface (UI), user experience (UX), and conversion rate optimization (CRO) elements and strategies to meet every business goal and target.
There are times when Lumenvo’s Development Team encounters conflicts with the development of the updated and new website sections or pages due to the current setup site.
Solutions
Like a car that needs detailing to look good and be in its best condition, websites are bound for design updates to keep up with the UI/UX trends and help achieve business goals. TLD’s website has been an effective 24/7 salesperson, but with the right and adaptive improvements, it could grow its potential and surpass the company’s expectations from it.
Lumenvo assessed The Lab Depot’s website to identify the pages and specific parts that must be redesigned and created to increase its conversion rate and establish and gain user trust, especially for potential customers. Lumenvo’s Design and Marketing Teams explained each recommendation and the target results to the TLD Team.
It is also vital that The Lab Depot Team regularly brings up their desired website changes and asks for Lumenvo’s ideas to help them reach their latest goals. Through this collaborative process, TLD can acquire a website that will benefit its company for many years.
Regarding the issues with the development side of things, Lumenvo’s Development Team thoroughly discusses them with the TLD Team to devise the best compromise that will not hurt the target strategies.
Results
Below are some website design updates that Lumenvo recommended and developed for The Lab Depot.
Redesigned Website Footer
The Lab Depot website’s footer used to be plain with unnecessary spaces, missing payment method logos, outdated social media icons, and a button that expands and shows a web form.
Lumenvo redesigned the footer with the new highlights:
✓ Ask an Expert Form – making it prominent to drive new leads and letting users submit an inquiry wherever they are on the website, without needing to locate the Contact Us page
✓ Newsletter Signup Form – adding it to gain new subscribers or sales leads.
✓ Review Channel Icons – displaying them to encourage the users to give TLD a review.
Fig. 1 The Lab Depot’s previous website footer vs Lumenvo’s redesigned website footer
New Trust Seals at Checkout
Trust seals tell customers that the website and company are legitimate and trustworthy. The Lab Depot missed these trust badges on their checkout page. Lumenvo suggested adding these and identified the most suitable placement of the trust seals on the website’s Checkout page, which will lock in the user’s trust one step away from their purchase.
New Customer Reviews Page
TLD’s Customer Service Team has been doing a phenomenal job, earning a satisfying 4.8 rating on Google My Business (GMB). Positive customer reviews are a valuable asset for any business as they:
✓ Have become a basis for purchasing decisions
✓ Give social proof and credibility to the company
✓ Improve business ranking
✓ Encourage other customers to send a review
Lumenvo built a Customer Reviews page to showcase TLD’s GMB rating and top reviews and achieve all the above benefits. The Customer Reviews page should be featured on different website sections such as the homepage and product pages. As of writing, it could be accessed through the website’s footer and the About Us submenu on the main navigation.
Fig 3. The Lab Depot’s Customer Reviews Page
A verification badge, Google’s logo, and the customer’s information that they provided on GMB were added as proof of legitimacy. Two buttons are also available:
✓ Read All Reviews, for viewers who are interested in reading more reviews
✓ Write a Review, for users who want to leave their review on Google My Business
Redesigned About Us Page
The Lab Depot wanted to modernize the look and feel of its About page. Lumenvo redesigned the page, integrating not just a contemporary but as well as a professional layout to follow TLD’s branding. Creative transitions were applied in balance to enhance the overall aesthetic of the page.
From this page…
Fig 4. Old About Us page
TLD’s About page now looks…
Fig 5. Current About Us page
When was the last time you updated your website’s UI and UX design?
And if you think it’s not converting enough leads and sales as it should be, please reach out to your digital marketing and web design experts at Lumenvo to recommend maximizing your website’s potential.
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