The Challenge
Clocking Systems is a family-owned business that has been supplying clocking-in machines and time and attendance systems for more than 40 years.
They’ve developed their own range of products, as well as selling systems from market-leading manufacturers to more than 50,000 satisfied businesses, from small independent companies to well-known industry giants like Subway, Costa Coffee, O2 and Rolls Royce.
Operating through two core divisions, Clocking Systems deliver mail-order clocking-in machines and DIY-fit swipe card and biometric systems throughout the UK, as well as offering completely installed products with on-site training and after sales support.
The Yorkshire-based firm contacted Ascensor as their site was attracting plenty of leads, but conversion rates were lower than expected.
An external provider had created the site using the Shopify Ecommerce platform, but it was not performing as they’d initially hoped or expected.
The site’s audience includes both small and larger businesses, each with specific needs and roles.
Clocking Systems felt that the site was a little confusing to customers, causing a high bounce rate.
They came to us for help, armed with a list of improvements that needed to be rapidly integrated.
What We Did
Ascensor’s experts decided to develop and enhance Clocking Systems’ existing Shopify site, rather than go back to the drawing board with a full new build.
Following a series of workshops and extensive meetings with Clocking Systems, we made significant changes to the home page, which was felt to be too rigid and ‘blocky’.
Our design team grouped together products and itemised information for each of the core areas of the business, simplifying the user journey and providing compelling reasons to make a purchase.
In order to increase social proof, we added a prominently located rotating carousel of Clocking Systems’ most notable clients.
The business places great emphasis on customer care, so we ensured that their excellent Trustpilot scores were clearly visible at the top of the home page, with thumbnails and links to real customer reviews below the fold.
Their core card clocking in systems are still prominent on the redesigned home page, as they make good margin and have good volume, and their new SaaS product also features in a key position.
On the site’s product pages, we pulled out more information and featured product details more prominently, with a focus on simplicity in purchasing.
The site will soon be switched to a new Shopify theme, to further enhance user experience and allow the Clocking Systems team to easily add and rework pages themselves.
The Results
Our iterative changes have increased conversions significantly, with a 68% increase in revenue, a 50% increase in transactions and 30x increase in new customer set-ups.
After the success of the project we are now working with Clocking Systems to leverage the improved conversion rate of the site.
A series of A/B tests have been carried out and regular CRO work has begun, and we’re also exploring the potential for SEO and PPC advertising to drive further growth as we work together to maximise the opportunities the new site has already delivered.
What Clocking Systems Said...
Partnering with Ascensor to revamp our website has been a game-changer for our business!
Their expertise and innovative design have already significantly boosted our site's performance with improved navigation and a far more engaging user experience. Even in these early stages, we've seen a dramatic upswing in engagement and conversions.
The team have been incredibly responsive and attentive to our needs, ensuring every detail was just right. Their dedication and skill have exceeded our expectations, and we are confident in the continued success of our collaboration.
We are excited about the future and look forward to a long-standing partnership with Ascensor. Highly recommend their services!
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