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Revolutionising The Fire Protection Web Experience

3M UK PLC
How does a brand deliver its values of reassuring complexity?

Debunc worked with the Novec team to create an innovative, digital experience for their customers that led with engagement and interactivity at the core.

Background

  • Low Conversion Rates Online

    With long sales cycles and low conversion rates online, the Novec 1230 website was in dire need of an upgrade. Debunc were tasked with creating a stunning digital experience that showcased the product, engaged customers, and increased conversions.

  • Static Content

    With long sales cycles and low conversion rates online, the Novec 1230 website was in dire need of an upgrade. Debunc were tasked with creating a stunning digital experience that showcased the product, engaged customers, and increased conversions.

  • Poor Content Handling

    Content administration needed to be easy-to-use, and incorporate smarter functionality to allow the Novec 1230 team to efficiently manage, maintain and edit the site. The perfect candidate for the job – Debunc’s internal CMS, gUI.

  • > 5k

    video views

  • 27%

    email clickthrough rate

  • 96%

    increase in engagement

  • Product definition
    Product definition

    It was essential from the project start to get a firm grasp on the expected outcomes. A number of workshops were held to clarify the brand attributes, user persona’s and prioritisation of features. At each stage, we were able to validate with the the 3M team if our ideas were aligned to their business goals.

  • Wireframing + user flows
    Wireframing + user flows

    A set of interactive prototypes were developed to help identify and refine the user journey. Making use of feedback from our earlier workshops allowed us to validate and improve any journeys that did not push to optimise conversions.

  • Stylescapes + template design
    Stylescapes + template design

    Three creative directions were commissioned and developed which each spoke to different portions of the brand attributes for Novec 1230. One design definitely shone above the rest , truly embodying the values of ‘reassuring complexity’. Using this direction as a foundation, styles were applied to the wireframes to create a set of design templates.

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The solution

  • A content centric experience

    Combining cutting edge functionality with fresh and engaging web design, Debunc were able to showcase the Novec 1230 in the way it deserved – revolutionary, dynamic and instantly recognisable. With a news hub covering content from articles to infographics, the site now offers a content-first experience that qualifies Novec 1230 as a market leader.

    A content centric experience
  • Facilitating lead nurture

    We realised from very early on that the journey doesn’t stop at the site. Intelligent auto-responders, and on-brand email templates were applied at each instance that contact forms were used (and there were many!) The results speak for themselves; 27% click through rates on email campaigns and better conversions than ever before.

    Facilitating lead nurture
  • Video content at the core

    We realised from very early on that the journey doesn’t stop at the site. Intelligent auto-responders, and on-brand email templates were applied at each instance that contact forms were used (and there were many!) The results speak for themselves; 27% click through rates on email campaigns and better conversions than ever before.

    Video content at the core
  • 987%

    increase in opportunity value

  • 80%

    uplift in enquiries

  • +1 min

    duration in visit

The results

  • Increasing inbound traffic

    Within the first quarter of site launch, there was increase of incoming web traffic of over 400%, with first page search engine results being achieved across multiple competitive search terms.

  • Increasing inbound traffic

    With over 80 dynamic content pages, intelligent contact forms and a feature-rich video library integrated across the site, things are truly optimised for a reliable, engaging customer experience. We’ve already seen engagement metrics increase by 500%.

  • Smarter user management

    In implementing gUI, Debunc provided the Novec 1230 team with a powerful tool for managing all of this feature-rich content, so that the digital experience can be further optimised to meet evolving business goals and a content strategy for 2014.

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