Sip-Well website
A comprehensive website strategy resulting in superb conversion rates
I received a "carte blanche" from Sip-Well to apply my new knowledge about landing page optimization, e-marketing & UX design. I started with a full competition & keyword research as preparation for 6 hours of interviews with the marketing, sales & support staff. With that material I made a comprehensive website strategy, a detailed content plan, an easy promotion system and the technical requirements.
I started with wireframes, then a prototype, designed 95% myself, templated everything semantically with SEO optimizations, made the copywriter briefings and followed them up.
The conversion rates of all goals showed a strong increase, with the highlight a conversion rate increase of +1800% for visitors with a search query that didn't contain Sip-Well.
Project outline
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Homepage
A homepage that summarizes every aspect of Sip-Well by communicating all the facets of the UVP, built to be easy to update & maintain.
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Water coolers
A new product section that focuses on differentiating the products, connecting them with the UVP and promotions, and providing full details of each water cooler.
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Water section
A new section dedicated to water & health to show their passion for water. Water is Sip-Well's core business, and they want to provide you with the best there is.
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Service
A new section highlighting the services, as this is their main differentiating point. I showed the importance of great service & the unknown aspects of maintenance.
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Promotions
A call to action system that could easily embed banners on the website, a promotion overview, promotion landing pages and optimized quote forms.
Homepage
Viewport optimized & adaptable homepage
The homepage summarizes every aspect of Sip-Well.
The big product slider can contain up to 6 water coolers, and gives quick access to the 3 water cooler overview pages. On the left there is place for the main advertisement campaign.
The second row contains a general "Why Sip-Well?" block (with a landing page describing every UVP of Sip-Well), the corporate movie & a secondary product highlight, in this case the new 10L bottle.
The third row focuses on the UVP itself: the best water (consumed daily by more then 750 000 Belgians), the unrivaled service (maintenance & delivery), and contact information.
The homepage ends with an SEO optimized corporate profile and a listing of the job openings.
The page is built with a horizontal & vertical grid in semantic HTML, and the content of the blocks can be changed easily, as well as the size of them.
Related links
Project information
- Client: Sip-Well
- Frederik Van Zande: strategy, UX, content plan, templating, design, development
- Steven Van Den Eede: copywriting
- Wim Put: development (help)