IPEX companies are the industry leader in thermoplastic piping systems. They design and manufacture the largest, most widely recognized, and most diverse range of integrated piping products for municipalities, industrial, commercial, and residential applications.
The Challenge
IPEX came to us with a website that lacked web accessibility, a clear user journey, and consistent branding and design. They needed localized content for different regions, a clear understanding of their customers, and better integration with other touchpoints.
Our Approach
We developed two user journeys to help visitors find the products they needed based on their knowledge of IPEX products. One journey was through a restructured navigation and an e-commerce-style product finder for experienced users who knew what they were looking for.
The other journey used a visually led experience which allows less experienced users to explore products and applications through a set of 3D industry-specific diagrams. Then, we improved web accessibility, clarified the user journey, and ensured consistent branding and design throughout the site.
The Results
Tailored user journeys made it easier for experts and newcomers to find what they needed—driving a dramatic increase in engagement and conversions:
611%
INCREASE IN CONTACT US LEAD FORM SUBMISSIONS
152%
INCREASE IN EMAIL SUBSCRIPTIONS
39%
INCREASE IN AVERAGE TIME ON PAGE
Major Tom’s deep understanding of UX and customer behaviors, blended seamlessly with our marketing department’s efforts, together it has been pivotal in crafting a journey that truly resonates with our website visitors.
Humara Kausar, IPEX
Digital Marketing Manager
Major Tom is a true strategic partner and dedicated time to understand our business and our customers. They came to the table with great recommendations and we’re already seeing the site drive quality leads.
Mark Simpson, Layfield Group
VP of Technical Services & Product Development
Not only has organic traffic increased, but there has also been overwhelmingly positive feedback regarding the website's new look.
