Tritonwear faced many challenges when coming to Web Canopy Studio:
Tritonwear is on a mission to completely change the game for athletes who swim competitively.
One of their biggest problems is the same as any new product that aims to disrupt an existing market — product awareness.
How do you make waves in a competitive search industry that is dominated by the likes of Under Armour, Nike, Fitbit, and other huge names that offer similar (but far inferior) swimming technology products?
This was an issue they knew they were facing, and a task we knew we'd have to take on.
The company was also struggling to clarify their message and identify how to talk about their product.
Were they a SaaS business? Or were they an athletic product?
How did the market see them, and where was their place in that market?
Lack Of Leads
Over the few years the site had been active, they were able to start bringing in some leads. However, those leads weren't great, most were direct traffic (meaning not found via search), and they didn't have a process in place for nurturing those leads once they came through.
In fact, many of those leads had heard of them through word of mouth or had seen a demo at some kind of show or conference and were just looking for pricing, which was not an easy task.
Tritonwear was missing major opportunities on their visitors by not having the ability to convert top of funnel traffic. Having primarily only bottom of funnel calls to action eliminated the ability to capture leads as they came to the site, meaning only a very small percentage of site visitors were actually captured as a lead generation opportunity.
For a business of this nature to succeed, an emphasis must be placed on a strong lead generation funnel, a nurturing method in place, and a process for closing those leads into customers.
Confusing Navigation and UX
Tritonwear's navigation was very confusing and overwhelming, offering what appeared to be different products or services for different types of buyers (coaches, parents, swimmers, clubs, etc.), when in reality they had only 1 product to sell to all buyers.
Most startup companies fail to offer enough information for their prospects to learn what they need to know about their product.
Tritonwear's navigation and site layout were the complete opposite in this situation. They struggled to edit down much of their content that was on their website, and as a result they required site visitors to sift through tons of unnecessary pages, drop downs, and features, thus confusing their audience and causing them to not engage.
Unclear pricing model
The pricing of the product was very unclear when visitors would explore.
Pricing pages are typically the second most looked at page on a website (only second to the home page!), so a clear pricing page plan is critical when building a website.
An extensive pricing page with copy, graphs, and what seemed like areas to expand and contract to tell you more information left visitors overwhelmed.
Once a visitor would navigate through the extensive pricing copy, the call to action was to request a quote — which was a cumbersome form and added more roadblocks for a user who simply wanted to know "what it would cost" their team to purchase the product.
As cutting edge and innovative as Tritonwear is, their website and branding left visitors wanting "more" in terms of a brand that matched the product.
Using a pre-built theme and trying to force their brand into the confines of what was given to work with left them with a patchwork site that we knew we'd need to address and clarify.
Tied to the lack of leads mentioned above, the website struggled with generating some relevant traffic for terms that seemed like a no-brainer.
The last challenge worth noting, and arguably the most important, was that the current website was built in a way that promoted their product like it was a brochure.
Websites are a critical extension of a company's sales and marketing team.
You obviously need to share information about your product, however, you have to first and foremost focus on answering the questions your prospects have by getting in front of the pains and challenges they may have.
Treating your website as simply a place to try and sell, sell, sell, will only turn away the majority of your visitors.
Multiple language needs
The Tritonwear product is sold in multiple countries, and therefore they needed to serve their content in multiple languages.