One of our agency partners, Stoke Ripley, approached us with the opportunity to pitch, with them, for the redevelopment of BWT’s consumer facing website, luxurywater.co.uk. Having worked with Stoke Ripley on a number of interesting projects, it was a 'no brainer', we were in.
The brief was simple, the client wanted to increase awareness and inform consumers about the benefits that their water softeners provide.
Together, we won the tender.
Realising early on that this project was more than just a cosmetic facelift, we carefully planned our approach.
There were two key areas to develop, consumer information and installer registration.
To inform and convert. Directing traffic through to purchase whilst gathering required data for the sales team.
This area was needed to deliver information about the benefits, stockists and a facility to find a local registered installer. Many hidden intricacies became apparent, with the display of required functions, administration and management of the consumer section.
Discover Luxury Water - Being very passionate about their products, BWT were looking to take the user on a journey through a typical day, highlighting benefits of softened water at milestones throughout a typical day. Along this journey key information about the user is gathered for the sales team, which culminates in a form where users can ask for more information or an informal call back.
Register for Special Offers - Directs users to the contact form to register their details, to receive special offers.
Buy With BWT - A quick way for users to register their interest in the product, bypassing the journey, allowing them to request information or a call back.
Buy From Stockist - Takes you to a page that displays direct links to BWT stockists, from whom you can purchase water softeners products.
A CMS was required to update images and copy alone. Templates were created and predetermined areas on each page were selected to be control by that CMS, for BWT staff to update and amend.
By adapting the standard browser UI (user interface), we funneled and coerced users to unobtrusively make a choice that suits them. Adjustments were made to the style and display for mobile browsers to maintain engagement and improve conversion opportunities.
A direct replication of the existing function with improved user interface.
This is a facility for interested professionals to register and source training to become a certified BWP (Best Water Professional). It had already been developed into the existing website, though was written in a different language ASP.NET. It was more cost effective to redevelop, rather than integrate with the existing application. Many features required improvement, therefore the client agreed to our plan.
The administration allows BWT staff to manage registrations from professionals, allowing the team to edit and update installer profiles. Most importantly after training was delivered, making the profile visible to the public, so that appears to users when seraching for a local BWP to install their appliance.
Function improved, redesigned to optimise the delivery of information and increase conversions.