While under contract with the Carlson Marketing Group, Native Instinct’s team was responsible for the redesign of the Installation Services section of homedepot.com.
The Challenge:
The Home Depot's "do-it-yourself" Web site is a top-20 e-commerce destination, but for Installation services, the "do-it-for-me" segment of The Home Depot's business, the site was experiencing below-industry-average conversion rates.
The Solution:
Native Instinct completely redesigned the online presence for Installation Services. We focused on integrating the online and offline shopping experiences. By providing content that helps lead customers to purchase decisions, we were able to augment in-store sales. We created an online marketing strategy that conveyed the unique features and benefits of the 26 different services Home Depot offered, and developed a template-based user interface that allows for variation among services but still presents a unified user experience. We added new content features, including buying guides and checklists, and produced more than 250 pages of new content.
Results:
After the pilot redesign was launched for one service, online line leads doubled overnight. After all services launched, online leads increased by 32%.
