LuckyTruck
Building a website to drive awareness and engagement
OVERVIEW
Client
LuckyTruck
Scope of work
Marketing and brand updates on the LuckyTruck website needed to be more responsive to users, higher quality, and drive customer acquisition.
Outcome
The launch of a new website and later iterations increased SEO enabling more 13% more users to find the website resulting in 21% more users going to the platform sign up.
THE PROBLEM
Creating a more responsive marketing channel
When I joined LuckyTruck, the website was designed, developed, and updated by the engineering team. The website was slow to respond due to engineers needing to be pulled off of critical product updates.
Issue 1
The website was slow to respond to updates and impacted engineers on product
Issue 2
The website was limited in size and scope resulting in a limited ways to communicate our story with users and SEO strength
Issue 3
The website was not to the standards of quality we expected and could be more engaging and accessible
Issue 1
Slow response time
When I joined LuckyTruck, the website was owned and managed by the engineering team resulting in slower updates. It was far removed from brand and marketing leaving updates challenging to make.
Issue 2
Limited in scope and SEO strength
Trucking insurance is complicated with many opportunities to build interest and enlighten truckers on nuances. Due to the bottleneck between engineering and marketing and priority of having engineers work on the product, the websites footprint was relatively small.
Issue 3
Quality control and enhancement
The original website was lackluster and did not provide the expected quality that the company was attempting to achieve. It did not effectively tell the story about LuckyTruck in an intriguing way to convert customers from the website to the platform sign up.
THE APPROACH
Rebuild the website on Framer, a website building platform, to increase speed and quality of marketing to Luckytruck customers.
From Google Analytics data and interviews, it was clear that the existing website didn't provide enough engaging content for users to sign up for the platform.
To increase the speed and quality of the website, I proposed redesigning and owning the website. I built an entirely new website on Framer and was able to increase the speed of marketing and deliver 131 new website pages while increasing our SEO.
I used Split URL and A/B tests to measure and select the highest converting sections that we featured on the website.
Advocating for ownership of the website, building it, and managing it
To start, I researched and summarized the pros and cons of using a Framer strategy to benefit Luckytruck in terms of design, marketing, and engineering, leading to increased speed in pushing marketing to Luckytruck customers, and ultimately impacting business metrics.
Next, I redesigned the entire website, which was an excellent way for me to understand responsive design and web design patterns. Using Framer enabled the ability to more rapidly create landing pages and promotional campaigns to push marketing to customers. Framer's interface made it easy to build and modify website pages without the need for coding. This sped up the development process and reduced errors, saving engineering teams time and resources. Framer's cloud-based infrastructure ensures that the website is reliable and scalable, providing a seamless experience for Luckytruck customers.
Increase the features and quality to increase SEO and conversion
One strategy we executed was adding as many feature pages and content as possible in order to rank higher in our SEO. I became consistent at writing blog articles and reached over 121 blog articles. I also expanded the website from 8 pages to 142 pages, which made a dramatic growth of users coming to the platform. Another driver of customers coming to the platform were partnership opportunities like a fuel card.
