LTT Partners is a full-service provider of technology solutions and systems. They consult on, procure, install, and support a variety of technology solutions, including building security, fleet management, wireless and mobility, and more.

In addition to a skilled sales team, LTT Partners has had longstanding aspirations of hosting a functional e-commerce site which would serve as an additional source of revenue and qualified inbound leads.

While some products existed on the site, and some navigation had been established, the LTT Partners online store was not producing reliable, consistent business for the company. This was my primary area of focus.

Identifying Issues

Problems

With this goal in mind, the first step was to audit the existing site to find and address the issues which were holding the site back. Identifying what was wrong would allow me to move forward with crafting and implementing solutions.

Specifically, I identified the following issues:

Site navigation was confusing and inconsistent.
Copy throughout the site was overwhelming, causing user fatigue.
UI elements lacked consistency and didn’t efficiently attract users.
Keywords and other technical SEO features were not optimized effectively.
Too few brands and products offered on the site meant too small of an audience.

Problem Solving

Solutions

I knew there would be a lot of pieces to put together in order to improve all of the desired metrics on the existing website. With the goal of retaining users for a longer period of time, which would ideally lead to increased inbound leads and online sales, I knew I needed to improve the overall usability, accessibility, and experience of the site.

Specifically, I identified and completed the following:

Improved and simplified site navigation.
Simplified and shifted UX copy towards more accessible language.
Improved UI by designing and implementing design systems.
Reworked SEO strategy to increase ranking on search engines.
Widened the audience by increasing the amount of brands and products.

Tangible Outcomes

Results

The resulting metrics which followed these improvements were exciting.

Specifically, we found the following:

Online revenue increased by 1.7k%.
Search Engine Ranking increased by 39%.
Inbound leads increased by 300%.
Clicks increased by more than 100%, while maintaining a steady CTR.

Lessons Learned

Conclusion

I learned a lot of lessons throughout this process, which have helped to make me a more skilled, technical, and experienced designer.

Specifically, I learned:

Optimizing UX writing and copy to rank highly on search engines does not mean sacrificing usability and overall user experience.
Utilizing consistent design systems to showcase products in a manner backed by user research will result in positive tangible results.
Using empathetic design principles to improve accessibility and reduce user fatigue will improve the amount of time a user spends on a website.

To view the full, completed website, please click here.