Website redesign for Cloud 9 Walkers , a horse breeder & horse-boarding business based in Texas, US.
Room for Improvement
Cloud 9 Walkers' main business goal is to sell the gaited horses that they breed, raised, and trained. They also provide a series of pre- and post-sales services.
Unfortunately, it is difficult for users to understand this / find relevant information solely by visiting their website. Their horse-buying procedures are also relatively manual and outdated.
Here are the major issues I summarized:
Website information is not categorized - difficult to find information one needs, contributing to a 1) high bounce rate, and a 2) high percentage of enquiries that ask really basic questions.
Potential buyers need to phone-in/ send emails to arrange horse-viewing - potentially receiving less bookings and requires more effort to manage because it lacks a content management system to centrally store bookings and sales data.
Customers need to send emails to leave feedbacks - potentially receiving less reviews which is disadvantageous in terms of SEO and sales.
User Archetypes, Persona & Customer Journey Map
Understanding the Equine Industry
Instead of listing all information as long paragraphs on Home page, I categorized information based on functionality:
Allow Browsing by Facets:
Some site visitors may already know what types of horse they want. Instead of letting them scroll through all horses, I decided to allow them to browse by below facets so they can ‘locate’ their dream horses more efficiently.
New elements to ease User Experience:
'How it Works' section - step-by-step illustration, for easier understanding of the complex horse-buying procedures & company service features.
User Panel - for easier revisiting of 'saved' horses' pages, easier communication between users and Cloud 9 Walkers, easier booking management, & easier to leave feedbacks on the embedded Google reviews form.
Meta Tags Implementation:
Meta Tags provide data about a website to search engines and website visitors. I decided to implement that because they make it easier for search engines to determine what the site content is about, and are vital for SEO.