A conversion-led Safestyle website, *rescued and relaunched.*

We took a two-phase approach, starting with a customer-led design process. We reviewed Safestyle's architecture, environments, CMS core, CRM plugins and custom scripts, alongside competitor sites. Ascensor Advantage, our in-house tool, mapped customer pain points and friction against competitors, while forums and social listening showed why potential customers had chosen competitors instead.

UX workshops and focus groups shaped new recommendations for the sitemap, functionality and appearance. Our UX team then built wireframes from those recommendations and our own customer journey mapping, forming the foundations of the build.

Once the wireframes were agreed, development began. The new site is a Single Page Application on Craft CMS, built to be secure, handle high traffic and load fast. The styling was refreshed, and the interactive selector was overhauled to show windows and doors on different property styles.

Every part of the design was split tested, and the improvements were fully cross-browser tested across all current devices, operating systems and browser combinations. The launch itself rolled out to 10%, 25%, 50% and then 75% of search traffic.

After the acquisition, a project team of seven worked every available hour to integrate the site with ASHI's back-office systems in four weeks. It went live on time, right before the Christmas holidays and the start of the busy season.

Our development team handled the content migration, set-up, testing and deployment, while our data science team handled the move from Universal Analytics to GA4 to better monitor site activity.