HappyOrNot
Internationally operating HappyOrNot provides companies with solutions for measuring and understanding customer experience. Companies can improve the level of customer service, business efficiency and employee satisfaction with the feedback data collected.
HappyOrNot’s service measures customer satisfaction with four smiley faces in just a few seconds. HappyOrNot’s solutions, which generate a turnover of eight million, operate across various industries, ranging from grocery stores to restaurants and airports.
We began our collaboration with HappyOrNot in March 2021, and the company’s new website was launched in August.
Creating a customer-focused site and rolling out the new brand online
HappyOrNot’s old website had been built back in 2015, and the company didn’t have a single dedicated partner for ongoing website development. Instead, it had worked with several agencies, alongside internal development, over the years.
The WordPress-based site was challenging to evolve in a more customer-centric direction, as the user journeys hadn’t been well thought out. Tools for effective content marketing and conversion optimization were lacking, and there had been little focus on technical SEO or ranking with the right keywords.
In parallel with the website redevelopment, HappyOrNot was also refreshing its brand identity. The content needed a complete rewrite, as it no longer aligned with the new brand’s tone of voice. The redesign aimed to place a greater focus on SEO and leveraging user data for ongoing site improvements.
The new site supports user’s decision-making at every stage of the buying journey
Before we kicked off the project, HappyOrNot had already completed much of the groundwork. The project began with a concept phase, where we reviewed a large amount of background material, such as user personas and SEO audits. Based on this, we put together our observations and ensured that our vision for the website aligned with HappyOrNot’s team’s goals. We then designed the site structure and elements, incorporating HappyOrNot’s freshly revamped brand throughout. Implementing a new visual identity is often challenging, but HappyOrNot’s new logos, colors, and other design elements were smoothly integrated into the website.
The new site supports the HappyOrNot brand by being much clearer and more modern in terms of its user interface. We designed the site structure to guide users through their decision-making process at various stages of their buying journey. The project also involved a complete overhaul of the site’s URL structure. The old site made it difficult to distinguish which content belonged under which theme, so we streamlined the URL structure to make navigation easier for both users and administrators.
HappyOrNot uses Salesforce Pardot as its CRM system, which is also integrated with the website’s forms. We embedded the forms into the new site and styled them visually. The non-English versions of the site are still on the old platform, but these will be gradually migrated to the new system in stages.
The renewed website supports content creation and boosts organic traffic
Conversion optimization and equipping the HappyOrNot team with better marketing tools were key aspects of the website redesign. HappyOrNot now has the flexibility for more dynamic marketing, as the site is easy for them to manage and update independently, without relying on developers. The site’s structure and design are much clearer, making content creation more straightforward.
When reviewing analytics from the old site, we noticed that most visitors accessed it via mobile devices. However, the site’s mobile performance was lacking, so we focused on improving the mobile user experience. Enhancing mobile performance, along with a more modern technical foundation for the site, has boosted its search engine visibility — especially in light of Google’s new Core Web Vitals metrics, which measure user experience.
The analytics also revealed that while paid campaigns drove the most traffic to the HappyOrNot site, users who arrived through organic traffic were more engaged. To address this, we focused on strengthening organic traffic and improving SEO visibility. The measurement tools have been upgraded, and now the HappyOrNot team can easily track and analyze the site’s performance on their own.
