The ability to direct site traffic accurately and efficiently was paramount to the website redesign effort and improving overall user experience. Leveraging heavy analysis on user traffic, trends, and interactions, The C2 Group worked collaboratively with the client’s web team to revamp the site’s informational architecture and provide site visitors with the information they craved. Since launching its new site, A.O. Smith has experienced a decrease in customer service complaints and backlogs. Meanwhile, customers have enthusiastically praised the new site’s design, mobile capabilities, and ease of use in finding information quickly and easily.