The web host Lunarpages has tripled its customer base and experienced explosive revenue growth as a result of a brand and website makeover by CEONEX (www.CEONEX.com). Besides attracting new business, Lunarpages has also experienced a 25% decrease in customer turnover after the project with Ceonex, which provides interactive solutions and Internet development services to a variety of industries.
Despite Lunarpages’ extensive reputation as a web host of high regard, their old site failed to communicate that professional image. In mid-2003, the company contacted Ceonex, with the goal of increasing customer conversion rates and create a strong, memorable brand.
Ceonex noticed several significant problems with Lunarpages’ old site that needed to be solved during the redesign, including lack of strong and memorable brand; unprofessional image; inappropriate imagery; and lack of depth.
“For Lunarpages, there was a large gap between their current site and the potential for creating an exciting and immersive brand experience for customers and prospects,” said Eireann Kiley, Strategy Consultant for Ceonex. “We were particularly eager to have the opportunity to fill this gap.”
Ceonex’s challenge was to convey the strength of Lunarpages’ service offerings and create a complete experience for site visitors, in order to immerse them in the Lunarpages brand. “Bringing a professional image to the site would not only raise Lunarpages’ esteem in the eyes of potential prospects, but also reinforce their value to existing customers,” said Kiley. “We saw an opportunity to bring out the best in Lunarpages by recreating their brand and image – thereby increasing their conversion rates and decreasing customer turnover.”
The core issue was inattention to the creation and reinforcement of a fundamental brand message. Visitors to their home page received no cues to orient themselves within the Lunarpages brand, the company’s identity or value proposition. Ceonex developed a powerful core theme for Lunarpages, then presented it through effective use of imagery, logo, colors and layout – placing the customer at the center of a fully branded lunar environment.
Maximilliam Andersen, CTO/Vice President of Lunarpages, said, “Ceonex increased our revenue by more than 15% per month on a consistent and ongoing basis. We achieved incredible results from an incredible effort by the Ceonex team, and are very pleased with the business benefits we have received by working with them.”
The results have compounded over time, with the customer count growing from 20,000 to nearly 75,000. Besides the increases in revenue and customer conversion, Lunarpages’ Andersen noted that customer turnover has also decreased by approximately 25% overall.