Chemical manufacturing company, Inovyn is Europe’s largest player within the chlorine and vinyl's market with annual sales of more than €3.5bn.
As a brand-new business, the most important requirements for Inovyn’s website were to effectively present the company’s new identity, explain the business offer and differentiate it from its well-established parents. The website also had to work as a platform to sell by effectively communicating Inovyn’s varied product range and revised business practices to all stakeholders.
Leveraging Episerver’s potential in a heavily regulated market
Inovyn’s range of complex chemical products means it is under strict regulation in its industry, which placed high requirements on the project.
Episerver CMS was chosen for its limitless potential to rapidly develop and deploy bespoke functionality, with the added benefit of a high degree of internal oversight, scheduling and versioning control.
A highly accessible and fully responsive website offering visitors an engaging user experience, with a simple and easy to understand navigation structure that works across all devices and browsers.
Igniting the action
Inovyn partnered with Episerver Partner, MTM Agency to create its new digital infrastructure. After assessing the analytics for both INEOS and Solvay’s existing websites, it was decided collectively that the Inovyn website needed to have backwards compatibility down to Internet Explorer 7 (IE7) due to the disproportionately large numbers of visitors who still used the aging browser. In response, MTM utilised a ‘progressive enhancement’ approach, which involved regressing elements of the design to accommodate the limitations of each historic browser.
To cultivate a positive experience for all the site’s users a number of benchmark standards needed to be followed. This covered guaranteeing that all site code was clean and minified wherever possible, and that all images were automatically optimised for each specific device size by the CMS.
Bespoke features, designed to assist Inovyn in reaching its central objectives, included;
· an interactive map
· bespoke product selector with filtered contacts
· highly flexible page templates that can accommodate new content elements being added in the future without additional development work – minimising operating costs for Inovyn.
By carefully considering the business’ key messages and audiences, Inovyn has created a website where the most important content really shines and where aspects of a ‘mobile first’ approach could be included. Elements like a simple burger menu help maintain visual consistency across all devices and ensure minimal clutter on the homepage. Equally, bespoke functionality, such as the global contact finder, provides Inovyn’s customers with added convenience and greater value. Overall, the website achieves its goals and effectively supports Inovyn’s status as a significant, modern chemical business.