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Project

Building a new home comfort website from the ground up

The Lennox.com residential website gets a major overhaul

This was no small refresh or tidy-up job to make the site nice for visitors. It was a full-fledged, lots-of-hands-on-deck renovation.

So what was the primary reason for the project? We wanted to make the site inviting and useful to visitors, no matter where they might be coming from. We figured a majority of people would be accessing the site from mobile devices, and we needed to fully accommodate these visitors and make them comfortable.

 

#2

Branded websites are the #2 most trusted and influential form of advertising.

Source: Nielsen global survey on consumer trust

 

GETTING TO OUR GOAL

As with any major renovation, we came up with a list of must-have and nice-to-have features. Since a main goal of the project was to make the site more mobile-friendly, we left out flashy elements in favor of purposeful updates that would make people inclined to stay a while.

To better engage visitors, and drive them to a Dealer for their purchase and service needs, we made the following changes:

  • Streamlined the site navigation
  • Simplified and updated all product information
  • Included more videos and animations
  • Optimized content for search visibility
  • Rewrote the entire code base in a future-ready programming language

 


52

%

of consumers say that watching product videos makes them more confident in the their purchase.

Source: searchengineland.com/2013/study

With every page, and every piece of code, we rebuilt Lennox.com to offer visitors a consistent and seamless web experience, across all devices.

DESIGN THAT FITS DIFFERENT NEEDS

Before we made any changes to Lennox.com, we analyzed the traffic coming to the site and how pages were used. We also looked at results from a site visitor survey. Based on our findings, we restructured the site to meet the needs of three types of visitors:


 

lennox-redesign-cs-icon-emergency-replacement

Emergency Replacement

Homeowners looking for quick and easy access to dealer and product information

lennox-redesign-cs-icon-planned-replacement

Planned Replacement

Homeowners who want to spend time on the site evaluating and comparing products, learning about the Lennox brand and gaining a better understanding about how HVAC impacts their comfort

 

lennox-redesign-cs-icon-owners

Owners

Those who have purchased Lennox products and want information on replacement filters and warranties, along with tips for getting the most out of their products

 


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SPACE FOR SOCIAL GATHERINGS

A “Lennox Life” section on the site houses lifestyle and social content in a centralized hub that’s a lot like a newsfeed on a social platform.

#LENNOXLIFE CONTENT

Any content published on Lennox social platforms that includes a #LennoxLife hashtag is viewable on the page. Tweets, customer stories and Comfort Matters blog articles are pulled in and continually updated.

A PLACE TO CONNECT

The goal for Lennox Life is to have people enjoy the site and feel like a part of the Lennox community. Our strategy team figured the more connected homeowners become with the Lennox brand, the more loyalty they would likely show in return.


53

%

of Americans who follow brands in social media are more loyal to those brands.

Source: Convince & Convert, social media research, 2015

 

A BRIGHT SPOTLIGHT FOR LENNOX® PRODUCTS

Similar to what you might see on a high-end appliance or electronics site, every product on the new Lennox.com is presented in a striking visual format, giving visitors compelling reasons why they should choose Lennox.

KEY ELEMENTS INCLUDE:

  • CGI-enhanced photography and animations cast the product as hero in a highly stylized way
  • Product overviews highlight leadership claims and can be expanded to reveal feature stories
  • Custom line-art illustrations lighten technological messages with simple, friendly depictions of benefits

70

%

of internet users want to learn about products through content, versus through traditional advertisements.

Source: Inc.com, “Marketing Trend:Shift to Native Advertising Explained,” 2015

 

LOCATION IS EVERYTHING

The new Lennox.com website is programmed to detect the location of site visitors, always with their permission. This makes it possible to display local dealer information on site pages where it’s easily viewed by visitors.

Site visitors can see Lennox dealer information on every product page and the results page of the Product Selector tool. Visitors have the option to click or tap on the “View Now” link to explore dealer details, including promotions, ratings and reviews, and financing availability. A click-to-call feature allows visitors to call a dealer directly from their mobile phone.

DEDICATED OWNERS SECTION

When customers feel comfortable their needs are being met, they feel better about the brand. For this reason, we created a new section with useful content for site visitors who’ve purchased a Lennox product.

AMONG THE FEATURES THE VISITORS CAN FIND IN THE NEW “OWNERS” SECTION ARE:

  • Owner-specific FAQs, with search filters that allow sorting by category
  • Product registration
  • Information on replacement parts and filters
  • Downloadable owners’ manuals
  • Product maintenance tips
  • Resources for claiming energy-efficiency tax credits
DOORS OPENED, GOALS ACHIEVED

The new Lennox.com was launched on December 1, 2015. Since then, our analytics have revealed that visitors are more engaged and are spending more time on the site. Visitors are also more efficiently converting to the “Find a Dealer” page. More mobile traffic is coming to the site, and mobile users are able to find what they need without having to pinch and zoom through pages, thanks to the site’s responsive design.

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