What was the scope of their involvement?
Nelson Cash did really nice, in-depth research. It wasn’t intended to be a research project, but that was their approach, and I concurred it was a good place to start. They interviewed key members of our team—different folks who interact with consumers while working on the site. They were also working with different touch points within the organization in terms of what they thought the site should do, how it should work, and how it should behave. They went out in the field and worked with our sales people and met face-to-face with some of our clients.
They did some significant backend research in terms of monitoring and recording activity on our existing system, and they also proposed flows that they had mapped out for the UX. It was a relatively thorough research process, which was great. It was a well-informed design process. I think that was very important to get us to where we are. We continue to do that now, even internally. We constantly monitor the site looking at consumer behavior, looking for ways to improve the user experience and of course help lift conversions.
We did most of the content. We took a lot of the content that was in the existing program. Although Nelson Cash offered to provide content, we decided to use the content we had because it was very keyword-centric from an SEO perspective. We modified it to fit the nicer templates and information presentation ideas they had. We really didn’t modify a ton of the content. From a page count perspective, our content is predominantly made up by our product catalog. There were other non-catalog pages that were important to us that we restructured to fit into the new template designs.
Nelson Cash really helped us with the imagery, the layout, the thought process of how things should flow, the page structure, the placement, and the momentum we wanted to build with clients emotionally as they go through this process. We found some sticking points in the previous design that were creating a higher drop rate and we were able to address those areas to create a better user experience and in the end, a longer time on site metric.
Nelson Cash offered us other services. They have a full CMS [content management system] service, and they also do the site coding, web services coding, and HTML coding. We didn’t use them for that; we used them predominantly for the research and design aspect of it. We did some of that programming and coding in-house, and we’ve got some legacy processes and systems. It’s easier for us to do it than to give it to someone else.
How did you come to work with Nelson Cash?
They were referred to us by one of our board members. Their owner and principle partner, Uri, came in, and we met with him. He’s a very bright guy, and we loved his approach to business and what he did for other organizations. We found the work to be engaging. We looked at a couple other design groups, but we found Nelson Cash’s approach to be a good fit for the way we were thinking and what we needed. We didn’t want to just do a screen refresh. This was a pretty radical change in terms of what we did.
How much have you invested with Nelson Cash?
This information is confidential.
What is the status of this engagement?
The project with Nelson Cash ran from May to August of 2016. They turned it around relatively fast, which is what we needed.