With that key brand issue sorted, there was still the website itself to contend with.
1. Dated look and feel
In the 60s there was a trend where kitchen appliances were gold or olive. Well this isn’t the 60s and it’s not my mom’s fridge. So all bets are off. It’s time for some 21st Century color up in this hizzy. We still wanted to keep the appropriately natural colors of yellow and green, but different variations of those colors, and combined with splashes of cooler colors for balance.
Pssst: Slide arrow on image below to see before and after.
2. Confusing user experience
While all the information the user could ever want WAS on the old website, it was literally EVERYWHERE. There was so much text and buttons and icons of various colors, the site looked cluttered, there was very little space, and it made a hard-to-breathe, hard-to-navigate experience on the site. If you’ve ever been to Las Vegas, you know the whole strip is just covered with lights and messages and signage and it’s confusing. For this website, we needed a little less Las Vegas, and a whole lot more New Mexico.
Solution to #2:
To handle the lack of space and confusing user experience, we simply added space and put some order to the flow through the site.
On the home page you can find all the main categories of what you might be looking for, in the navigation, and in the main category slider. Then some featured images, an ad for the new promotion, another explanation of the 3 main product lines, another slider of some sub-categories which break down the products differently, an instagram feed and a footer. Minimal text, maximal images. And plenty of space between the sections and from text to edges. That gives breathing room.
The same goes on all pages: we ensured the text that’s needed is there, along with nice big images and plenty of space between elements. See example of a single product page below.
What about the Marketing?
Yes, we did mention something about marketing, didn’t we? Once the site launched September 1st, we were able to get rolling with our marketing plan. So we’re really just getting started. But here are a couple statistics for you for this month so far, as compared with the same time last month. Total Sales have increased by about 120% and Total Sales Attributed to Marketing Campaigns has increased 7,940% – yes, almost eight thousand percent! And we’re just getting started.
Here’s a little something from a recent email campaign we launched.
Super Salve now has a website which is every bit as cool and current as they are. The user can now easily see what’s available, find their way through the site, get their questions answered, and make purchases on any device of any size. Now our focus is on driving so much traffic to it, they need to hire an army of staff to handle it all. We’re well on our way.