Lexmark International

Situation

Lexmark’s website technology platform and portions of the underlying tools were either inadequate to meet the needs of today’s markets or were stretched beyond their capabilities. With nearly one million unique visitors coming to the Lexmark website monthly, steps had to be taken to ensure that users were provided with a high-quality experience that could meet their needs. The landing page needed to serve as a strong platform for sending out a positive first impression of the Lexmark brand to its users and customers. Lexmark also required ongoing web support to launch microsites for product marketing efforts.

Solution

n-tara interactive redesigned the website with a layout that was a more simplified approach, establishing a new look and feel for the page/banners that included adding benefit-focused photography; establishing a strong hierarchy of content through color, position and type; and instituting a comprehensive style guide that would determine and maintain color palettes, messaging tone, typography limitations, photography usage and more. Other project rollouts included multiple product microsites to support Lexmark’s product marketing initiatives, including a Project Center, Wifi Promotional Site, Ad Site to support television and print advertising, and a Color site devoted to the uses of color in Lexmark printers.

Success

A newly designed, highly navigable Lexmark landing page showed increases of three measurable customer metrics during a one-year time period. Online sales increased 47%, customer loyalty improved through a 100% increase in repeat visitors to the site, and length of visits to the site increased by 22% in a measure of enhanced brand perception.