Sector(s)
Team Members
Project Team
Kanopi Studios
COIT
About COIT
Family-owned since 1950, COIT offers cleaning services including carpet, area rug, air duct, draperies and blinds, natural stone, tile and grout, furniture, and concrete. They also offer 24/7 emergency restoration services, and have restored thousands of homes and businesses after disaster strikes. Their 100+ locations serve more than 12 million homes & businesses across the United States and Canada.
Time to clean up its own mess
It had been years since the COIT site had been updated, and it was no longer relevant from a user perspective. The navigation was not streamlined to services, the mobile experience wasn’t optimized for conversions, and users couldn’t easily take any actions. Plus their largest competitor had just completed an overhaul of their site. It was time to clean house.
Some key things were required for the new site; due to having multiple locations in two countries, geolocation was critical to maintain and improve. Additionally, each franchise offered promotions, and needed to maintain custom promotions tailored to each franchise location. Goals were set to allow three main conversions: for users to schedule services via an online form, get people to call the phone number for a specific franchisee, and to request a quote online. It was also critical to not disrupt the existing SEM: a driving business concern was ensuring that re-architecting the site to better meet Drupal best practices and to ease centralized content management didn’t result in franchises losing their hard-won visibility on search engines.
About the project
Geolocation
Geolocation was integrated so users from a certain zip code could be redirected to their closest franchise location. Kanopi was also able to not only maintain the existing franchise promotions model but also expand upon the features and management of the franchise promotions. By adding in Geolocation it allowed for us to solve an additional issue of users from Canada accessing the United States site.
Streamlining the forms
On the previous site, there were two forms: a “schedule” form and “request quote” forms, with the former having daunting 30 fields. It was also confusing as to which form should be filled out as some only wanted quotes and others wanted service. Kanopi streamlined the process into by simply asking, “what do you want to do?” and turned the whole form into a simple 3-step process, then providing the the correct form to the user. The geolocation also allowed COIT to drop users deeper into the form based on their location allowing them to see and take advantage of that franchise's current promotions.
Making content editing easier
The addition and editing of content was disjointed from an admin interface. Domain Access was implemented so COIT can easily add pages to either the US or the Canadian site. The creation and editing of pages can also be easily associated with a particular franchise. For example, not all services are offered by all franchisees; if a franchise does not offer drapery cleaning, content editors simply do not create that page. However, COIT’s corporate office doesn’t want to lose that lead looking for drapery cleaning. The solution was to have all services show up on each franchise location, but if a page is not created, the user is redirected to the corporate page so the lead is captured.
Drupal empowered editors to surface important services on each franchise homepage and layout to promote the services that each franchise wants to highlight. Flexible layouts allowed COIT to add content at will and build pages the way that worked best for them.
Moving forward
With a new and flexible site, COIT can serve existing customers and reach new ones with greater ease. The improved content strategy allows editors to add new lifestyle-focused blog content that can be properly surfaced while continuing to increase SEO. Deeper conversion tracking is being implemented on their multi-step form so COIT can understand where users drop off and continue to optimize the form process. The new COIT site allows for this constant iteration and improvement so editors can manage the site better, and their customers can enjoy a better experience.
“The Kanopi team are not just Drupal experts, but the staff has strong SEO experience and knowledge who can help create solid and reasonable business decisions. Plus the customer experience was amazing; in the past with other agencies, I never got past a Project Manager. At Kanopi I had a PM who not only managed expectations properly, but who also gave me access to the team directly via Slack and Teamwork. Adding me to the internal channels opened up the lines of communication, and was a level of customer service I’ve never found anywhere else. Working with Kanopi has been an extremely positive partnership. You’ve got a great team!” — Sara A., Vice President of Marketing
Why Drupal was chosen
Because the site was a corporate site with 100+ microsites, Drupal 8 was the perfect choice to accommodate all the various requirements in addition to the needed complexity, all while allowing for a focus on visual design. The previous site had been on Drupal 7, so there was existing institutional knowledge of Drupal within the COIT staff. Drupal also allowed the COIT team to customize editorial workflows and governance to meet the demands of their editorial staff.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
- Webforms were used as a way to easily create editable forms for the client's side. It allowed for the client to easily create and maintain multi-step forms.
- Domain Access was selected as a way to segment content between the United States and Canada sites. Previously, the site was set up as a multi-site and managing content was a huge pain. Domain Access makes it easier for the client to manage content in a single location.
- Paragraphs was chosen as a way to have different reusable components across multiple content types. It was also used as a way to easily not have to make multiple content types to serve a single purpose
- Metatag was chosen as the client heavily relies on modifying the metatags for their content.
- Migrate Plus, along with Migrate, was used as a way to migrate some of the content from their existing site to the new site without needing to manually move the content.
- Smart IP with a subscription to MaxMind was chosen in order to understand how to redirect users visiting the site. This was also used as a method of showing a message for Canadian Users visiting the US site, and US visitors on the Canada site. The biggest impact resulted in being able to serve up the proper franchise based upon the user's zip code.
