Pleora Technologies Inc. (www.pleora.com) is the world’s leading supplier of video interfaces for system manufacturers and camera companies. As a primary supplier of the military, medical and industrial automation sectors, Pleora has established an impressive and well-deserved reputation for technology leadership and innovation in video interface products.
The company’s field of expertise is broad, and they have made notable contributions to applications such as image-guided surgery, vetronics systems in military vehicles, and in-orbit inspection of the Discovery space shuttle’s heat shield during its 2006 mission to the International Space Station. Pleora’s products such as frame grabbers and embedded hardware have been integrated into hundreds of unique system and camera designs, positioning the company as one of the brightest in the field.
About five years ago, Pleora identified a need to improve the maintenance and support of their website. Since then, Marvel & Snap has worked in collaboration with Pleora to not only meet that need, but advance it beyond their greatest expectations.
“For the past two years, Marvel & Snap have dedicated most of their help with us to maintaining and updating what’s become a cumbersome website in term of the back end. Now, they’re working with us to migrate away from what is a developer-focused web tool to a WordPress site that will be easier for us to make changes to.”
For Pleora, the main objective was to tackle their website, which had become known within the company as a “bit of a beast.” For a company that excelled in so many industry sectors, Pleora’s outdated website had been preventing them from showcasing their full potential and expertise to prospective customers.
“There’s been a lot of expansion in the product portfolio, the markets we serve, the sales opportunities, and company growth,” says Ed Goffin, Marketing Manager of Pleora. “Every company needs to have a web presence now. The challenge that Marvel & Snap is helping us overcome is that our website was built when the company was founded, about 14 years ago.”
Pleora’s issues with its website were compounded by the lack of records detailing updates to the site that had been performed by many internal staff members and external contractors in the 14 years since the site’s creation. That, combined with an old website administration platform that lacked a user-friendly interface, led Pleora to recognize the need to shake things up. That’s when Marvel & Snap got to work.
For companies that market themselves and their products online, the value of a modern and comprehensive web experience cannot be overstated. A professional website can be the deciding factor in whether a customer will pursue one company over another, highlighting the importance of an impactful and well-managed web presence. For a company such as Pleora, which has offices in North America, Europe and Asia, a multinational business strategy and clientele necessitates a brilliant approach to web marketing.
“In the past two years we’ve definitely seen traffic increase, which was one of our goals.”
“Pleora has a relatively small marketing team who aren’t experts in the field of web maintenance and design. They came to us for help managing the day-to-day of their website back in 2010 on an ongoing basis, and that’s what we’ve been doing since then,” says André Langlois, Founder and CEO of Marvel & Snap.
“Right now we’re going through a redesign process. They looked to us to tell them what needed to be done in that realm. It wasn’t about making it more attractive; it was about making it much more functional.”
The most vital requirement for Pleora’s website was simplicity. That meant replacing a complicated content management system suited only to experienced web developers with one that would be easier to manage internally in the future.
“For the past two years, Marvel & Snap have dedicated most of their help with us to maintaining and updating what’s become a cumbersome website in term of the back end. Now, they’re working with us to migrate away from what is a developer-focused web tool to a WordPress site that will be easier for us to make changes to,” Goffin says.
Along with these changes came an important new element for a thriving business: the addition of an e-commerce platform. Marvel & Snap worked with Pleora to add a Shopify component to their website to facilitate ease and convenience for their customers purchasing select products online. “It’s easy to navigate and it’s easy to find products. We operate in a niche market but we probably have one of the better looking websites out of all our competitors,” Goffin says.
Marvel & Snap went a step further for Pleora, stepping in to fill the role of consultant for the often challenging decisions involved with web management and design. Pleora utilized Marvel & Snap’s team of accomplished web experts to develop best practices for their website and incorporate search engine optimization (SEO) techniques, landing pages, and forms for lead generation programs.
Marvel & Snap’s assistance and consultancy in web hosting and management, Goffin says, have made a world of difference.
“André is exceptional at explaining in non-technical terms the benefits of migrating to WordPress. I’ve brought him in to give presentations to executives to explain what we want to do with the website, and he gave a really unbiased view of what we had now and what we could have in the future,” Goffin says. “There are times where we wanted to do something with the site and Marvel & Snap has made us take a sober second look and really think it through and how it will impact us down the road.”
The partnership between Marvel & Snap and Pleora has flourished during the past five years. As Pleora has grown as a business, this partnership has branched out into the areas of email marketing, web analytics and reporting. “In the past two years we’ve definitely seen traffic increase, which was one of our goals,” Goffin says.