Key Technology

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Key Technology is an international leader in the design and manufacture of process automation systems for the food processing and industrial markets. Serving a diverse range of industries and clients, Key products are at work today on 6 continents. With BusinessOnLine, Key Technology launched a new U.S. and 3 International Sites, resulting in an impressive 86% increase in overall site traffic.

Situation:

As a leader in the design and manufacture of process automation systems, Key Technology serves a diverse set of clients – both domestic and international. Key approached BusinessOnLine for assistance in transforming their existing website into a dynamic and engaging information hub. Their goals were to better serve their existing customers, support their domestic and international sales initiatives, and increase brand awareness.

BusinessOnLine created and launched an innovative U.S. site as well as 3 international sites – Spanish, French, and German – resulting in an 86% increase in site traffic, a 122% increase in conversions, and a decrease in support requests due to web-enabling much of their frequently requested information.

Solution:

Understanding the Audience

Key Technology was looking to engage a broad spectrum of target audiences across several industries; therefore, it was essential for BusinessOnLine to understand three things.

  1. The  users currently coming to the site
  2. The ideal audience for the site
  3. What each of these users could hope to find or achieve while on the site

The BusinessOnLine User-Experience team used this information to shape the end solution and ensure each site met the various user needs and expectations.

Crafting A Custom Solution

Phase 1: Discovery

During this phase Senior Strategists collaborated with stakeholders to establish site goals and business objectives and potential challenges.

ESTABLISHED GOALS AND OBJECTIVES

  • Better serve existing customers and reduce demand on Support Team
  • Support domestic and international sales initiatives
  • Increase brand awareness

IDENTIFIED POTENTIAL CHALLENGES

  • No existing analytics platform
  • No existing content management platform

Phase 2: Elaboration

With more than 360 pages of content, intuitive navigation, organization, and visuals are essential. Keeping the users in mind BusinessOnLine delivered the following IA and design elements.

  1. The site map detailing what to name the navigational elements; where each page would be placed and grouped; and how each of the pages would relate and connect with one another.
  2. Visual representations of the way the various elements will be placed on the page – or, wire frames. The IA’s sole purpose is to ensure that the information is organized and represented in a logical and intuitive way for the various site users.
  3. Key Technology used their design team to develop the design and overall aesthetic of the site.

Phase 3: Construction (Coding, Content Migration, SEO, Analytics and Testing)

CODING: The site structure establishes the foundation of all site functionality; however, it is during this phase that communication tools specific to Key Technology are programmed to work. During this phase we implemented the following functionality.

1. New Call’s To Action: 

  • We made the existing “Locate A Sales Person” call to action a dynamic and conditional search feature, allowing the user to easily locate and contact their representative.
  • We created an “Ask the Experts” section of the site to provide site visitors with a new way to engage with Key Technology and create an opportunity to share information with interested parties.

2. Resource Center:

  • We created a section of the site hosting downloads, which internal employees can use as a training resource.

CONTENT MIGRATION
BusinessOnLine administered the upload of more than 300 pages of content into the CMX Content Management System. We verified links, looked for opportunities to seamlessly integrate between pages, and ensured all the necessary content was in the system.

SEARCH ENGINE OPTIMIZATION (SEO)
BusinessOnLine creates every solution with Search Engine Optimization in mind, and during this phase of the project keyword analysis was performed and on-page SEO was conducted for 100 pages and roughly the same amount of keywords.

ANALYTICS AND TESTING
BusinessOnLine then implemented an analytics platform to measure traffic, keyword performance, and conversion information. Once all the coding was complete, all features were rigorously tested.

Phase 4: Global Reach

Since Key Technology has clients in countries across the globe, the next step in making their site accessible to their audiences, was to create a version of the site for each of the countries where Key Technology products are purchased.

BusinessOnLine created 20-25 template pages for each of the international sites. These templates were uploaded into the CMX -- BusinessOnLine’s proprietary Content Management System -- and the Key Technology team used them to create the remaining content pages that comprise each of the international sites. These sites link directly to the resource center, and serve as a useful international sales tool referring visitors and providing instant access to information.

Since their launch, the three international sites accounted for 25% of all Key Technology traffic and 22% of all form submissions.

Results:

By identifying and addressing critical SEO obstacles, as well as conducting an assessment of site users and their needs and adequately addressing them, Key Technology has seen amazing results. Not only were they able to reach their website goals – they exceeded them ten-fold.

SEO Results

  • 51% increase in site visits; 86% increase in overall site visits, with new international sites
  • 52%  increase in U.S. site visits from organic search results
  • Currently, the International sites contribute 25% of total traffic

User Experience Results

  • 53% increase in monthly returning visitors
  • 6% Decrease in bounce rate
  • 74% increase in U.S. site conversions
  • 122% increase in conversions overall

Customer Service Results

  • More than 23,000 people have downloaded items from the Resource section
  • 38% of site visitors viewed the “Locate a Sales Rep” content, as opposed to less than 1% before the re-launch
  • “Contact Us” up 28%

About Key Technology:

Founded in 1948, Key Technology is an international leader in the design and manufacture of process automation systems for the food processing and industrial markets. Key products are at work today on 6 continents—with products that integrate electro-optical inspection and sorting systems, specialized conveying systems, and processing equipment to serve the unique needs of processors around the world.