Dow AgroSciences – Sentricon
The Termite Mission
The termites on Earth outweigh humans – no wonder there is strong demand for termite control! The Sentricon® Termite Colony Elimination System, is the No.1 brand1 in termite protection. An established and successful product of Dow AgroSciences LLC, The Sentricon System has protected more than 2 million structures from termite destruction, including national treasures like the White House, the Alamo, and the Statue of Liberty.
Business Pressure
While the Sentricon System has enjoyed long standing market leadership through the support of strong offline branding initiatives, online channels were not being successfully used to strengthen the brand’s position, and the site was in need of a visual, structural and content “refreshing”. The client challenged Fusion to drive real conversion on the web site by leading users to the realization that they should seek out an Authorized Operator (AOs) of the Sentricon Termite Colony Elimination System for expert consultation.
Fusion Solution
Our Interactive team was brought in to exterminate an antiquated and consumer “unfriendly” website. Much emphasis was placed on the initial phase of the project, which included in-depth industry and competitive research, subject matter expert interviews, and card-sorting exercises. These efforts revealed the user's mental model and set the foundation for the site’s intuitive information architecture.
Using strategic navigation, dynamic flash animation, and compelling content, Fusion designed a simple, intuitive and interactive web site that tells the story from termite discovery to elimination. By understanding the weary homeowner’s mental model, Fusion’s design guides the user through the various stages of termite realization – education, solution options, the Sentricon System difference, and confidence in selecting the Sentricon Colony Elimination System as the optimal solution.
The end result was a truly unique and industry leading website that not only educates consumers, but more importantly drives meaningful conversion throughout the site. Following the guided animations or using the primary navigation, users are urged to contact their local Authorized Operator and ask for the Sentricon System.
Check out the new site and experience the termite mission!
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1Ipsos-Insight 2005.