Gotügo

Website Awesomeness

Summary

When a consumer-facing website generates ZERO leads, something has to change. For Gotügo, the region’s largest portable restroom rental company, the change began when they sought out Groove Commerce’s expertise in user experience and site design.

Groove took a site that was barely functioning, and transformed it into a cornerstone of Gotügo’s sales strategy, one that continues to generate leads at an unprecedented rate. With a clean design, optimized to capture customer contact information, the Gotügo website, optimized for both desktop and mobile browsers, help Gotügo convert their leads into customers quickly and efficiently, anywhere, anytime on any platform.

The Challenge

For many, Porta Potty use is reserved for festivals and street fairs. But they aren’t just for outdoor gatherings with attendance in the thousands; everyone from construction workers to brides-to-be (or their wedding planners) rely on renting portable restrooms for everyday use, special days, and everything in between.

But how do you sell to such a diverse group, especially online when the average visitor only spends a few seconds on a page before deciding if a product or service is right for them? How do you develop a web presence that speaks to the needs of very different audiences? Gotügo, the region’s largest portable restroom rental company, knew its website needed to speak to its various audiences individually, but wasn’t sure how. Moreover, its outdated site was built in Flash, making it slow to load and difficult to navigate, as well as almost entirely inaccessible on a mobile device. As a result, customers weren’t getting in touch.

That’s when they turned to the design and user experience experts at Groove Commerce. Groove Commerce was hired to maximize Gotügo’s online opportunities, without turning off any of its customers. Armed with its deep understanding of online user behavior, combined with its skills at mining analytics data to improve site performance, Groove Commerce set to work.

The Groove Commerce Solution

Groove Commerce knew Gotügo needed a new site, built from the ground up. But before a redesign could take place, Groove needed to understand why each customer was coming to the site in the first place.

Groove took a detailed look at Gotügo’s different buyer personas—from construction site managers who needed an affordable partner, to busy brides-to-be whose Porta Potty need was only one item in a huge pre-wedding to-do list. Of course, any redesign would still have to engage organizations planning large-scale public events as well. Not only did these different personas have highly individualized needs, Groove found they were buying in different seasons, making the timing of customer engagement a key component in Gotügo’s strategy.

Thus, the primary design concern for the new website, was ensuring that each page engaged the intended audience with the right message, while also making it easy for visitors reach out to Gotügo with their specific needs.

Groove also knew that the site needed to be light, airy, even a bit playful in order to engage customers who weren’t particularly keen on discussing the ins and outs of Porta Potties. The site needed images to demonstrate the high quality and cleanliness of Gotügo’s products while also quickly presenting the company’s capabilities. By choosing a lighter color palette and a clean and simple design, Groove was able to improve load time considerably, while ensuring that audiences found what they were looking for in a more logical, streamlined way.

The Groove Commerce Result

Gotügo received its first lead within one hour of launching the redesigned site. Today, the site generates approximately 130 leads per month and continues to evolve. In 2012, Groove refined the design, giving the site a fresh look with improved images and the addition of videos. Groove also implemented a mobile site, so anyone can address their event’s Porta Potty needs no matter what type of device they’re using.

Additionally, Groove Commerce has capitalized on the seasonality of Gotügo’s business. Using a combination of Search Engine Optimization, Search Engine Marketing, Social Media and Social Advertising, Groove has boosted engagements, helping Gotügo customers find the exact products precisely when they need them. On an ongoing basis, Groove analyzes Gotügo’s traffic and adjusts their approach to achieve optimal results.

The success of Groove’s design and marketing is reflected in Gotügo’s analytics. Web traffic has increased 23% and conversions are up 67%.

From single unit rentals to full-length executive restroom trailers, Gotügo’s website is serving up the right seat for the right customer at the right time.