On March 25th, 2016, the nation’s largest vehicle shipper unveiled completely new, cohesive, considered, and thoughtful branding at the biggest trade show in the auto industry. They went from Ready Auto Transport to Ready Logistics. The name change represented more than a brand refresh. It was a company-wide mentality shift, designed to take their booming business to the next level in a fast-paced industry. The rebrand from “Transport” to “Logistics” allowed Ready to better represent the company’s increasingly sophisticated technical capabilities in a modern landscape.
At the March 25th trade show, visitors to the Ready Logistics booth interacted with the brand’s new website. What they didn’t know was that the website and rebrand came together in only 8 weeks!
In 2016 Lucid achieved…
Week Site Build
Percent Sales Packet Download Rate
Rewind to mid-January. Ready (then Auto Transport) came to Lucid Agency with a tall order. They asked us to build an interactive, engaging website for the auto trade show that would catapult Ready Logistics into the marketplace. The new website also needed to showcase Ready as an integral piece of the industry-leading Cox Automotive family.
The normal Lucid Agency process can take anywhere from 16-25 weeks, but Ready needed us to execute in 8! We knew we had to step on the gas pedal. At Lucid Agency, everything we do is driven by user experience testing, and data. While some agencies may have eliminated user discovery to meet the aggressive deadline, we knew that a laser-focused user testing strategy was even more indispensable for such a rapid build. We always say: an hour of user testing at the beginning of a project can save you days of re-work later.
Our user experience research team began by speaking with Ready Logistics team members from Sales Directors to Customer Service Specialists. We interviewed independent carriers (truck drivers), dealership General Managers, and vehicle auction employees. Our goal? To develop actionable personas that would have legs beyond the 8-week website build. Truly well-researched personas can (and should) drive ALL marketing efforts, both online and offline. After several informative user interviews, and an analysis of existing site traffic behavior patterns, our team identified five core personas:
In fact, the Ready Logistics Marketing Director recognized so much value in these personas that he requested white-labeled versions that they could include as part of their brand book.
To expedite the website build, we decided to use the Core Page Model. This is a great tool for rapid prioritization. For each of our 5 personas, we thought about how we could align the business goals (things like increasing the number of form entries) with the user’s goals (things like finding a transportation partner that requires little or no input from them).
After a 3-hour all-hands-on-deck jam session, we finished the meeting with a core page model for each of the major site pages. Now we understood how people would reach site pages, the content that should appear on those pages to reconcile business and user goals, and the potential exit paths from those pages.
We opted to use SketchApp to construct wireframes. With SketchApp, the designer can export completed prototypes into usable HTML/CSS. This allowed us to spin up the website theme with minimum effort and maximum efficiency. Say goodbye to slicing and dicing Photoshop files!
Our creative team sought to make the biggest possible impact in the limited timeframe. We recognized that the best way to leave a lasting impact would be to create assets that could be reused across several mediums. We created custom vector icons that would tell the cohesive Ready Logistics brand story.
Though the timeline was short, we wanted to be sure that the site would be easy to maintain once the tradeshow concluded. To this end, our development team built the site on top of the WordPress CMS. As with all of our projects, after launch we gave the client team an extensive in-person training. This site is set up with flexible modules and patterns (built on custom-fields) that can be repeated and recycled as new content needs arise in the future. The Ready Logistics team will be able to make changes without calling a developer.
As if a new brand rollout at a massive industry tradeshow wasn’t reason enough for a redesign, Ready Logistics had another goal. The marketing team wanted to integrate all lead forms with an internal customer-relationship management (CRM) tool. As a sales-focused organization, the Ready team had been using Salesforce for years, but the forms on the old site did not integrate with the platform directly. Manual entry created an overwhelming burden on the sales team, and cost the business thousands of dollars in lost efficiency.
To put thing in perspective, Ready Logistics business had tripled from 2013 to 2016. As a result, the marketing team had already started implementing more sophisticated initiatives, including marketing automation through Pardot. Marketing automation campaigns allowed Ready Logistics to integrate several platforms at once, maximize sales efficiency, and track real ROI.
Lucid Agency saw this as the perfect opportunity. If we could integrate all of the website forms with the client’s existing marketing automation platform, we could give their marketing team full transparency. The new website forms would need to integrate with both Salesforce and Pardot, so that the client’s sales team could focus on selling rather than data entry. As such, these marketing platforms would become a single source of truth for all marketing efforts.
To make matters more complicated, each form on the Ready Logistics site relies on conditionalities. We configured each form so that different answers in form fields triggered different follow-up questions, notifications, and confirmation messages. This is great for creating a custom user experience, but presents integration challenges. Lucid Agency analyzed the requirements and determined that Zapier would be the best solution to integrate all forms with both Salesforce and Pardot, without toppling the sophisticated built-in conditionalities.
The final piece of the puzzle was the most unique, and arguably most critical part of the project. Ready Logistics’ main call-to-action throughout the site is a free instant quote request. Ready Logistics developed an algorithm to parse the provided vehicle data and spit out the estimated cost. The client’s team created the quote API, but needed Lucid’s help to integrate it with the forms on the website, without breaking conditionalities or losing the automatic CRM feeds.
Since launching the site in March, the Ready Logistics has seen an increase in request-for quotes, as compared to the original site. The conversion rate on interior forms including the Partner Sales packet download and the Carrier Sales packet download are 8% and 22.5%, respectively. Considering that over 90% of Ready Logistics’ overall revenue comes from B2B partners rather than end consumers, we think this is a resounding success.
In fact, when looking at a comparison of all campaigns in Ready Logistics marketing automation platform, the website campaigns are outperforming every other campaign in terms of number of visitors and prospects.