COIT

Accelerated development and marketing conversions on the Pantheon WebOps platform.

The Challenge

  • Tight four-month redesign timeline.
  • Lagging online conversion rates.
  • Lost sales due to site outages and slow performance.

The Strategy

  • Migrate and stabilize legacy site on the Pantheon platform.
  • Accelerate development velocity using the Multidev workflow.
  • Test and learn faster with automated, continuous integration and delivery (CI/CD).

Introduction

For 70 years, COIT has been the cleaning and restoration industry leader with innovative technology, superior cleaning methods and a commitment to customer satisfaction. They have cleaned over 12 million homes, over 3 billion square feet of commercial carpeting, and restored thousands of homes and businesses after natural disasters. Despite a tradition of technical innovation, COIT was lagging behind a critical component of its business—its website. 

When Sara Arlia, VP of Marketing, joined COIT she already knew that developing a new, more modern, mobile-friendly website was critical to COIT’s success. Then, one day, the importance of the website became painfully apparent when it crashed for a full day. “Our entire business was offline,” says Arlia. “In the old days, with phone books, people could easily find you, but with our website down, the phones came to a halt and, obviously, no web orders were coming through.”

Approach

Accelerating a Redesign

COIT and Kanopi Studios adopted an agile methodology that leveraged Pantheon’s workflow throughout the site build so the team could work together seamlessly. By standardizing with the Pantheon tooling, the team found it easy to bring on new team members as needed. At the height of the project, five different developers were working together on the redesign, which increased development velocity without introducing overhead or friction.

Building one website to service all our locations was a major undertaking.”

—Sara Arlia, COIT’s Vice President of Marketing

The Challenge

  • Tight four-month redesign timeline.
  • Lagging online conversion rates.
  • Lost sales due to site outages and slow performance.

The Strategy

  • Migrate and stabilize legacy site on the Pantheon platform.
  • Accelerate development velocity using the Multidev workflow.
  • Test and learn faster with automated, continuous integration and delivery (CI/CD).
178% Conversion
rates improved.
78% Increase
in page views.
20% Decrease
in bounce rate.

Why Pantheon 

The development team implemented an automated continuous integration and delivery (CI/CD) process using Terminus, Pantheon’s command line interface (CLI) and Multidev workflow. Each time the development team made a change on the site or worked on a new feature, they were able to automatically spin up a new environment on Pantheon to preview the change. This meant the marketing team and Kanopi could evaluate and test new features throughout the redesign process. 

Optimizing Conversion with Pantheon 

“The number one thing is not to trust your gut. Validate your assumptions,” says Kanopi's CTO Katherine White. Being able to quickly test and deliver changes is critical to conversion rate optimization (CRO). “CRO is very much the science of marketing. You make a change and we track it and evaluate it and see if it works. If it doesn’t work, we make another change. If it does work, we tweak another variable. It’s part of what makes this so fun.” 

Best practices may not be the best thing for your audience. You know your audience better than anybody else, so do your own testing and validation. Best practices may be a good place to start but don’t assume that they’re going to be what works best for you. 

- KATHERINE WHITE, CHIEF TECHNOLOGY OFFICER, KANOPI STUDIOS 

Results

By leveraging the WebOps capabilities of the Pantheon platform, Kanopi Studios and COIT were able to deliver the redesigned site in less than four months, coming in ahead of schedule and under budget. COIT saw immediate growth in its business as the site went live, with instability and slow page loads now a thing of the past.

The faster, more stable and mobile-friendly site exceeded business expectations: 

  • Online conversions improved by 178%
  • Page views increased by 78%
  • Site bounce rate dropped by 20%

More Case Studies

Helpful resources to help your team succeed

Case Study

The State of Iowa Modernizes its 70+ Websites, Improves Accessibility

Government services consolidate on Drupal with Pantheon and Lullabot to improve website quality, accessibility and readability.

Case Study

Driving Smart City Growth: Raleigh’s Digital Transformation with Drupal-Powered Services

How Raleigh partnered with Aten and Pantheon to deliver award-winning, accessible site design and increase citizen engagement.

Case Study

Talent Acquisition Software Leader Consolidates Multiple Brands on Single WebOps Platform

Discover how Employ’s acquisitions of major recruitment tech brands leveraged Pantheon and 3 Media Web for enhanced performance and growth.