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Case Study - WILDFIRE FX
Background
Wildfire FX is a leading suppliers of lighting and visual effects
in the entertainment industry in America and abroad. Their website is a
brand extension of their brick-and-mortar business, as well as a secondary
sales tool to both distributors and retail consumers. Their existing website
was outdated and poorly design, the product catalog was difficult to navigate,
and their shopping cart was combersome to use and maintain. Wildfire FX
need to to compeltely re-design thie webite and replace their shopping
cart with something that offer flexibility and increased functionality.
Comparative Analysis
| BEFORE |
AFTER |
| Brand Experience |
| • |
Generic look and feel with inconsistent branding
throughout site. |
| • |
Disorganized product catalog with incomplete product details
created a very poor user experience |
| • |
Technology used was not condusive to web search engines |
|
| • |
Clean, progressive look and feel: Appeals to
its target audience in the entertainment industry |
| • |
Organized content:
Ease of use and comprehensive
content greatly reduced customer service calls |
| • |
Improved searchability:
Within top 10 of search
results |
| • |
Excellent marketing tool:
Immediate exposure, save money
on printed marketing materials |
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| Features & Functionality |
| • |
Third party shopping cart with very limited functionality |
| • |
Constant technical issues |
| • |
∑Generic checkout interface was cumbersome and confusing |
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| • |
Greatly expanded end-user functionality:
Made
shopping fast and easy for consumers |
| • |
Custom functionality resolved all technical issues |
| • |
Dynamic product management and promotions |
| • |
Administrative tools increased efficiency:
Easy-to-use admin site saves time and money |
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| Traffice and Sales |
| • |
40,000 hits per month |
| • |
10-20 orders per day |
| • |
$800-$900 total sales per month at average of $73 per
order |
| • |
Mostly domestic orders and low price items. No high
price equipments were sold. |
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| • |
400,000 hits per month :
Improve user experiences encourage increased usage
from dealers and attracted consumers |
| • |
100-120 orders a day |
| • |
$6,000-$9,000 total sales per month at average
of $200 per order
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Significant increase in global sales and high price
items of up to $1,500 per unit |
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Value Statement:
The results of this website redesign and exceeded the client's expectations.
Wildfire FX continues to work with Square One on regular updates and
maintainance on the site, and have plans to acquire our services again
for another upcoming engagement.
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