The key objectives for the new site set lofty goals for AOR:
- Drive traffic to franchisee webpages to generate in-center visits and online purchases via the Online Print Center
- Generate franchise sales leads and drive prospects to postnetfranchise.com
AOR had the challenge of creating an improved user journey with strong calls to action directing visitors to the franchisee webpages—ultimately generating sales.
AOR strongly recommended switching Content Management Systems (CMS) for the new PostNet site to allow for customization, security, search engine optimization, best practices, usability, and scalability for the future.
Once we had buy-in on the WordPress platform, we began our proven seven-point process to deliver the overall execution and launch of the new website.
AOR’s Seven-Point Process
Starting with an in-depth discovery phase, including an audit of the existing PostNet brand and website, AOR determined how the current target audience and visitors behave on the site and engage with the brand. We executed robust journey maps based on these target audiences to determine the best framework and structure for overall website navigation through sitemap, content map, and wireframe deliverables.
AOR then transitioned into the design phase of the website, executing a series of three digital “style tiles” to showcase how the brand could be interpreted digitally. After PostNet chose a style, we then built out six website designs and two mobile designs for approval.
Our team then created all of the site’s content, making sure each piece of copy and every image stayed true to the PostNet brand.
Lastly, AOR fully programmed, developed, and implemented advanced search engine optimization (SEO) configurations for the website, including complex functionality, such as:
- Track a package
- Canada specific language functionality
- Find a center locator
- International reach maps
We launched the site on January 9, 2018 and continue to manage the site through an ongoing maintenance plan for client’s requested changes, WordPress plug-in updates, health and security monitoring, and advanced SEO. As an added bonus of upgrading their CMS platform, PostNet is now able to easily update content on their own as well.
Based on the decreased load time and increased engagement, PostNet is thrilled with their new site’s performance. To measure ongoing success, AOR has put several Key Performance Indicators (KPIs) in place to demonstrate organic growth, traffic, and increased franchisee site visits — enabling future revenue growth.