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Triggering substantial jumps in web engagement

Challenge

Hallstar, a leading global specialty chemical company, engaged Movéo to create a vibrant new corporate brand that reflected the company’s successful evolution into a highly differentiated, customer-focused company. At the heart of this effort was a complete redesign of the company’s web site.

Insight & Strategy

Moveo created a new brand idea for Hallstar, “LET’S WORK WONDERS™,” that encouraged customers and prospects to seek out opportunities for success with the company’s broad solutions portfolio. It was important that this idea be contextually woven into the site.

From the Movéo Blog:

Rebranding with the aid of data

Mobile Friendly
Mobile Friendly
Parametric Search
Parametric Search
Customer Journey Maps
Customer Journey Maps

Execution

Moveo used the new Hallstar brand strategy to inform its web strategy:

User experience – Customer journey maps were created to serve as the foundation of a completely new site architecture.

New functionality – Robust parametric search for products and formulations, e-commerce shopping for sample requests, translations management, CRM integration for sample requests and product data feeds, custom data importer and data management tools, and a distributor portal were also developed to provide technical support, chemistry expertise and industry knowledge.

Responsive design – The site was crafted to provide an optimal viewing and interaction experience across a wide range of devices, including mobile.

Advanced metrics – Movéo devised a comprehensive measurement framework for each stage of the customer journey.

Outcomes

In the first three weeks from launch the new site led to substantially higher visit quality, engagement and conversion rates.

  • Organic search visits increased by 29% year-over-year
  • Site bounce rate improved 14% over the same period
  • Average visit duration improved 27%

hallstar-chart

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