As a global expert in driving quality, productivity, and safety in manufacturing, PaR Systems provides state-of-the-art automation solutions to a diverse client base. Explosive growth in both its breadth and depth of services was taking PaR to new heights but had the unintended side effect of creating a disjointed digital presence. With acquisitions and growth expected to continue their pace, PaR came to Spyder Trap in 2012 to consolidate their diverse offerings into one cohesive user experience and provide a strategic digital path forward.
With more than seven existing websites and 40 international stakeholders, this project went well beyond a typical website redesign. A responsive website would be the backbone of the strategy, but with the expansive scope of PaR’s services, additional groundwork was needed. The consolidated web property needed to meet the goals of every department, user, and stakeholder. On top of that, it needed to reflect PaR’s global leadership position, scale for unknown future needs, and lead to increased conversions.
A thorough discovery, including cross-country travel for stakeholder interviews and an extensive site audit, provided the foundation for a data-driven user experience and website design.
The discovery process provided our team with what content was needed, but just as important was the how. Our content strategy led to extensive storyboarding, which led to design wireframes, which led to a detailed sitemap. Using a combination of content strategy, UX, forward-thinking design and mobile-friendly coding language, our team was able to both maintain a cohesive brand positioning and demonstrate PaR’s expertise in a website that could easily be updated by the PaR team without additional developer support.
16.51% increase in total sessions versus 6-month period prior to launch
278% increase in organic conversions versus 6-month period prior to launch
60.15% increase in average session versus 6-month period prior to launch
The new website site has placed the company’s hundreds of product platforms under one, branded umbrella, meeting the goals of the 40+ stakeholders along the way. The data-driven UX gives users the easiest path to conversion. The open source content management system, with Spyder Trap’s highly customized content blocks, provides PaR with a website that can scale along with its business. And, just as importantly, the new modern look and feel allows PaR’s content to accurately reflect its premium positioning in the industry—across any device.