Increasing conversions on

The Challenge

The primary objective of the Shred-it website is to encourage users to get in touch with the company by requesting a quote. The site also aims to make Shred-it feel more local, by promoting the individual Shred-it branches, and to establish Shred-it as a thought-leader in the industry by providing resources and articles. Shred-it also wanted to promote the "helpful expert" — the friendly Customer Service Representatives who are an important part of their brand.

The Solution

We started by doing a photoshoot of Shred-it's Customer Service Representatives. These people are featured on the website as the helpful experts who guide you through the process of booking shredding services. The helpful expert is paired with large, prominent "Get a Quote" buttons and forms to encourage people to submit a request. Geolocation is used to identify a visitor's local branch and promote it.

Shred-it Screenshot
Shred-it Screenshot

The final website is optimized for a wide variety of screen sizes so that people can browse content and request quotes from anywhere.

Shred-it Mobile Screenshot
Shred-it Mobile Screenshot
Shred-it Mobile Screenshot

Resources and blogs are used to drive traffic to the website and to establish Shred-it as a thought-leader in the information security industry.

Shred-it Screenshot

I created a custom set of icons for Shred-it to use to categorize their resources by service offerings or industry-relevant topics.


The website is continuously evolving through analysis of Google Analytics, user testing and A/B testing.

My Role

Responsive website design, custom icons, photoshoot planning and art direction, photo editing, prototype creation, variable designs for A/B tests, and user testing.

Agency: ecentricarts

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