Traffi are a safety glove manufacturer, famous for inventing the traffic light system that shows the glove wearer the cut protection of the glove at a glance.
We last worked with Traffi back in 2013, when we created a complex direct-to-consumer ecommerce system for them, so they knew they were in safe hands. Since then, Traffi have expanded and grown significantly and place more focus on supporting their distributors, business-to-business. Coupled with this shift in their business requirements Traffi had become aware of recent changes to the way users consume content and information through a variety of devices, including mobiles and tablets and getting a grip on this shift in user behaviour was going to be key to their success.
1
Refine and modernise
Improve designs and layout to follow modern design standards and show the product in its best light.
2
Optimise for smart devices
With the boom of smart phones and tablets hitting the market, Traffi realised they were missing out on a huge market of people browsing the web in this new way.
3
Improve SEO
As with any website rebuild, improving overall SEO is an important consideration.
4
Improve UX
Improve the usability of the site and make it easier for users to find the product they need and information on where they can purchase that product.
Redesign
We set about tackling these new requirements from a design approach first. Most of the early conversations revolved around the responsive design requirement (so that users could access the site from desktop, laptop, tablet and phones).
We started from scratch, rebuilding visuals from the header down, adopting contemporary flat-design principles and presented Traffi with a complete overhaul of the visual style and layout of the site.
With a few tweaks we signed off on the design style and began re-building the site.
Managing content
Some structural data was able to be imported but most of the site was either re-written or extended to a degree that it made sense to re-define and re-enter the data. Much of the content of the site was to be more detailed and intrinsically linked together to enhance the user experience.
We worked hard to clearly define all content entities within the site so that articles would include picture galleries, themed testimonials, file downloads and more detailed “tagging” to allow site expansion at a later date if required.
320%increase in traffic year on year
200%increase in mobile traffic year on year
96%page speed insights performance score
Improvements
We improved usability by employing current best practise web conventions and stripping back the design style to a minimum to de-clutter and reduce cognitive load on the audience. Simple changes from the previous site; such as moving the search box from the footer to the header, moving supplementary menus from the right to the left and making call-to-action buttons distinguishable from boxes went a long way towards making the site more user-friendly.
We also tried to avoid any one page becoming a dead end, instead creating relevant calls-to-action, menus and inline links to aid the user in continuing their journey around the site quickly and easily.
Results
By expanding the site in size, making and giving Traffi more freedom to write better and longer news stories and case studies (each with their own page) we were able to improve search engine ranking (SEO) dramatically.
Year on year website statistics showing a visitor traffic increase of +320% YoY (with a +200% increase YoY from mobile devices).
Traffi were ecstatic with the results with Marketing Manager Franz saying the team were "delighted".
Since the launch of the new Drupal website we have seen a dramatic increase in traffic particularly from smartphones and a significant reduction in the bounce rate. Customer feedback to date has been very complementary. We have been more than delighted with the Drupal solution that Pivale has developed for Traffi.
— Franz Lorenschitz, Marketing Manager, Traffi
Rich data
We ensured each page had easily editable meta tags and that every image had a title and alt tag to increase visibility to search engines and screen readers.
We placed self-updating feeds on many pages to keep the pages updated and relevant and implemented a daily self-updating XML sitemap for search engines to crawl through.
A pre-launch Google SEO audit revealed the Traffi website was scoring 100% which guaranteed better ranking for post-launch.
Products
We greatly increased the detail attributed to each product and vastly improved upon the usability of the TraffiSearch product finder to aid users in discovering information on each glove quickly and easily.
Each product page was laid out in a consistent manner to make it quick and easy to assess whether a glove was correct for user's needs.
The products landing page was also drastically improved by included more attribute data to each product thumbnail in order to make product comparison more efficient.
Mobile optimised
The project was a huge success upon launch with positive feedback from both the client and the site's end users.
The site is highly responsive and passed Google's responsive tests improving the websites search engine rankings and placing them on the first page of results.
The new Traffi website is now more on-brand than its predecessor and has a clear and simple navigable structure which gets users to their end goal faster.
Successful launch
Since launch, the site continues evolving with the business and we continue to support Traffi with continued new projects and expansions to their website capabilities.
We've enjoyed being a part of Traffi's success for over the last few years, and we look forward to enjoying many more with this great client.
