Revolutionising the IoT Landscape: How the Kooba-Taoglas Partnership Delivered a High-Performance, Market-Leading Website
Taoglas is an Irish B2B company specialising in Internet of Things (IoT) technology. As an industry leader in antenna and cable technology, Taoglas frequently sells to large engineering firms and sees their technology integrated into complex and unique projects.
Taoglas sought a comprehensive rebuild of their existing website, with several key objectives identified.
Firstly, the value of Taoglas’s technology needed to be accurately communicated to their audience, and explained in a clear and compelling way.
Secondly, the entire range of Taoglas products needed to be easily accessible, including a variety of detailed information on each individual piece of equipment.
Finally, Taoglas needed to be positioned as innovative market leaders in their field. All of these objectives focused on Taoglas’s technology itself, which was understood as the main USP of the company.
Clear Illustration of Product Value
In order to effectively display the variety and quality of Taoglas’s technology, Kooba made use of a range of creative techniques and tools. Video content was embedded onto the homepage, immediately showing users stylised footage of a Taoglas antenna at work. This was paired with a collection of other visuals, again focusing on Taoglas’s technology, their use cases, and their value.
Across the homepage, written content was kept minimal and direct. Again, the focus was placed on the technical features and benefits of Taoglas’s product range, and their expertise in IoT technology. Taoglas sell to well-informed and knowledgeable businesses, and it was crucial to use the language expected in the tech and engineering spaces.
Product Presentation
Taoglas not only develops innovative technology, but also produces a wide range of products, including custom made orders for engineering clients. It was therefore crucial to clearly display the full variety of products available across their website. Kooba accomplished this through a data-driven and creative user experience (UX) design approach.
Following a thorough UX audit, Kooba implemented a website layout based on the needs and behaviour of Taoglas’s target audience. This was intended to produce a more efficient customer journey and generate more leads and sales from the website. The header of the site included “product” and “engineering” pages, both of which included vital information for customers procuring equipment from Taoglas. An “applications” page was also designed, serving to show Taoglas’s relevance across a range of use cases and contexts, and assuring buyers across a variety of industries and sectors.
As Kooba’s UX audit discovered, many users visited Taoglas’s website seeking a specific product, and it was crucial to convert these users in as efficient a process as possible. To this end, Kooba developed two unique features for finding and requesting custom antennas and cables. These allowed users to quickly filter available models based on their functionality, and request a custom product if one did not exist. This creative use of UX design made an otherwise broad and overwhelming product library intuitive and accessible, and enabled more users to convert and buy from Taoglas.
Innovative Positioning and Branding
As a company built on cutting edge technology and engineering expertise, Taoglas needed a website that clearly communicated their status as industry leaders. Kooba sought to project the exceptional performance of Taoglas’s products through the final website design. This was accomplished through excellent performance metrics, accomplished through a logical and efficient frontend development process. By building a fast and dynamic website, Kooba conveyed Taoglas’s quality accurately, and simultaneously improved SEO rankings and the overall user experience.
Kooba also embraced the technical nature of Taoglas’s products. Rather than trying to hide the breadth and depth of Taoglas’s product range, Kooba showed it off. Given the B2B nature of Taoglas’s sales, the use of technical imagery and language served to assure their buyers, and convince them of their credibility and expertise. It was important that the website itself reassembled a piece of engineering equipment, and as such Kooba refrained from complicating the user interface (UI) of the site.
Conclusion
Kooba built a website centred around the specific requirements of Taoglas’s position in the tech and engineering space. By placing a priority on the technology and products of Taoglas, and by embracing Taoglas’s expertise in their sector, Kooba delivered a website that could streamline the buying process, attract new leads, and develop Taoglas’s brand as innovative market leaders.
About Kooba
Kooba is a team of creative thinkers, problem solvers, and designers. Collectively, they are an award-winning agency dedicated to ensuring your brand succeeds online.
