Driving frictionless e-commerce experience powered by end-to-end CX design
Pioneering Personalized Pest Control Experiences in the Digital Age
Terminix, a renowned leading provider of residential and commercial pest control with a legacy dating back to 1927, serves approximately 2.9 million residential and commercial customers across 24 countries and territories. Terminix recognized that in the ever-evolving digital landscape, delivering personalized experiences had become the true hallmark of success and a source of competitive advantage. Terminix was looking to reinvent and modernize its digital customer journey to align with their brand promise and enhance its key performance indicators (KPIs) at the same time.
Following an end-to-end analysis of Terminix’s digital properties, Brillio designed a roadmap for a comprehensive customer experience (CX) overhaul, streamlining the customer journey and lead funnel. Our team was laser-focused on creating highly localized and relevant experiences for Terminix customers. Their aim was to boost brand awareness and lead generation. To deliver the best results, the implementation was focused around three main goals.
Firstly, the goal was to improve traffic acquisition, on top of the visual overhaul, Brillio focused on the website redesign efforts on enhancing SEO capabilities. The website navigation was revamped to make it more Google-friendly and relevant for users and the site structure was changed, following a customer-oriented approach. The pre-existing website was not optimized for mobile devices, making it one of the top priorities for Brillio to improve the mobile experience. With a new responsive, SEO-friendly interface, localization was enhanced, along with the branch findability by adding a new ’Find my branch’ capability.
Secondly, the aim was to drive lead generation. Personalization was the name of the game. Starting with a simple yet powerful change – displaying the user’s location on the landing page – Brillio set the stage for a personalized content journey based on the user’s location and specific regional needs, which Terminix leveraged to its full potential.
Finally, a frictionless eCommerce experience was paramount for successful digital endeavors. Brillio streamlined price and service communication significantly. With all the information readily available for the client, it was now for customers to complete transactions with minimal steps. Transparency and accessibility became the cornerstones of this transformation.
Following Brillio’s implementation, the revamped Terminix website saw a surge in both organic and referral traffic. The improved interface, new SEO-driven mobile website, and strong personalization options are boosting KPIs such as on-site engagement and conversation rate.
Terminix gained invaluable customer insights through enhanced analytics, reviews, and surveys. Brillio’s deep-dive analysis uncovered potential areas of concern which could negatively impact revenue, such as site abandonment or promotion strategy adjustments. Strong recommendations were made to ensure that revenue remained strong and healthy.
Brillio also delivered an improved eCommerce functionality while streamlining the UX and added improved targeting via online product recommendations and promotion support.