After analytics revealed that most visitors just wanted spec sheets for products, we had to figure out a way to capture their information instead of letting them vanish unidentified. We built a conversion path for them and through a growth-driven design process, continued to optimize their conversion rate. We also improved UX to eliminate clicks for those looking for spec sheets and other product-specific resources.
XtraLight’s messaging relied on cost-savings. We built out pages to demonstrate the numerous benefits of LED lighting beyond budget. This grew into a larger SEO strategy, part of the hub and spoke or otherwise known as pillar page model for content marketing.