Project overview
Business Development
Like all great and effective marketing and branding projects, they start with thorough research and discovery.
First we started with our signature strategy system, diagnosing the current problem which was the low conversion rates of their current website, to assigning an objective, with a guiding policy aligned with coherent actions to make sure we systemized our approach to produce real results.
We took a look at Acme’s competitors first, from other popular seasoning brands to medium sized ecommerce brands who are performing well. What did their online presence have, specifically their web experience, that Acme did not?
It all surrounded the experience with the product.
These competitors nailed down a highly customer focused experience with a powerful and fun brand showcasing throughout. They knew their customer, and what they would be looking to know before they decided to purchase. They celebrated the value of their product, and curated offerings within subscriptions to increase month to month sales.
See examples of competitors compared to Acme's old product page below.
Then, it was time for discovery. Brandch has a couple of thorough research documents we perform before we begin any scope setting, content strategies or wireframes for websites- especially for e-commerce brands.
First, was a rendition of our brand story exercise. If you’ve ever been a prospect of ours, this is a favored experience. We break down brands into 7 core pillars from a model called Primal Branding by Patrick Hanlon.
Then we tackled Ideal Customer Profile Setting & Pricing Strategy. To Profit Analysis of previous sales history and trends. This we cannot share as it is confidential, but we looked at everything from pricing, to margins, to changing pricing strategy, and estimates of revenue based on trends and setting KPIs for busy and slow seasons.Then came the Project Overview. Here we cover the goals, non-goals (identifying those are important too!), metrics we measure on (KPIs), design ideas and site map.
From here, we moved straight into wireframes, and ideating the UX of the website. .
Bespoke Web & Brand Enhancement
Our bespoke web process looks a little bit different than some other providers. We start with the navigational experience, set strategies for the site as a whole and then move into design of the home page. The home page design takes the longest because it sets the principles for the designs throughout the whole website.
Take a look at the initial site map, and master navigation concepts (called mega menu). You can see we introduced something new, where customers can interact with products by a single hover over an element. Same for recipes, and learning about the company. Information is readily available.
We treated subscriptions as their own product line, giving them a dynamic page to curate specific offers for subscribers- while people purchasing one off products could go to a shop page.
With every website or web strategy we do, we want to create something unique. Something that is innovative and effective, and makes e-commerce brands stand out. Thus, the seasoning quiz was introduced. Acme Salt Co did not have many experiences that really were fun for customers, and what's more fun than finding out “What’s My Flavor” with easy questions on your cooking preferences to give you a set seasoning with a discount
And there, the website began to unfold. We uncovered new ways to communicate brand colors, interactions with new visual elements and integrated a new photography style to speak to modern consumers. You can view the whole acme website here and interact with it yourself at https://acmesaltco.com/
Check out these fun branded elements we created to tell a story. From enhanced colors, new fonts, icons & bursts used throughout the whole website- following their signature cooking philosophy, "Keep It Simple".
The home page tells a story, and navigates you to the other pages in the site. Brandch follows a simple philosophy, your hero moment, previously known in newspapers as ‘above the fold’, needs to capture people immediately while also explaining what you do in a straightforward way.
The about us page was simplified from previous versions, deciding to communicate values over long stories in text. We saved the company story for a video asset, as their audience prefers video 70x more than their general text content. It allows for people to connect with the people behind the brand, and customers to feel as though they build relationships with them. Acme signs a handwritten note with each order- now you can see the people who hand mix your products, ship them and sign them- hear the story from their mouths.
As we approached the general “Shop” page, we wanted to make sure we made it engaging enough for site visitors to want to click on products, but simple enough to navigate. With value propositions displayed in circular custom icons above the products, it allows for a connection between value to product immediately. Each section, its structure was designed in a system of interaction and flow: what it is, why it's valuable, option to convert, and systems of retention.
When you click on a product, you’ll find custom pages describing each unique seasoning.
For main product lines, we wanted to make sure we were through and got in the mind of the consumer.
What did they want to know most about the product?
What’s in it, what can I use it on, do other people like it, and have any remaining questions answered.
Thus the Main Product Page Structure Became:
Product with Strategic images and copy
Purchase 1 time, or return purchase for 25% off
Key ingredients with icons above the fold, but expanded on below.
Product explanation video from the Chef creator itself and it’s use cases.
Reviews & Social Proof
On Site Recipes & Tips for The Product
FAQs
Email Signup
And the non-main product lines followed a similar structure, still making sure to celebrate its unique value while also differentiating it from the main products (the signature seasonings).
As we approached subscriptions, brandch really considered what is a customer centric experience. We wanted to create subscriptions that felt almost like a product of their own, even though they were just the signature seasonings.
Designed with its own page structure, the goal was for site visitors to navigate their subscription options easily, learn about the product and the value they get for subscribing easily.
Watch this live prototype below- pulling information from the product pages themselves we created a custom UX flow for navigating subscriptions.
The static card to the right is a mini shop, where you could change your flavor or size and watch the content update as you switched seasonings- thus switching the information, colors, and videos.
Pulling in subscription testimonials below, so that people can directly connect with subscribers and their positive experiences. And as always with product pages, they ended with an FAQ section.
Next, Tips & Recipes.
Recipes had to be unique, so did blogs. Every cooking based product company, seasoning company etc. has recipes. We wanted to shake things up, and really think about the audience experiencing it.
Ever been reading a recipe and have to scroll so far down to get to the actual ingredients and instructions step by step? Yeah- we hate that too. Acme Salt Co’s audience primarily interacted with their recipes when they were instagram reels, seeing interaction rates go up we knew we had to add a video element or focus to the page.
Thus came the concept, “Read, Watch, Cook.” A new way to complete recipes. Interact with the frame and share what you think here.
The goal was to filter recipes and tips properly, with static elements that made it easy to navigate content without having to scroll back up to read ingredients, or navigate through blogs with simplicity in the tips.
We chose the filters based off requests and feedback frequently made by customers:
“What is a budget friendly Acme Salt CO recipe?”
“I don’t know how to cook- can you teach me simple recipes?”
“I don’t want long recipes, I come home and I cook, I need something delicious and quick”
“I want more STK blend recipes”
“Any seasonal recipes? How do I make a turkey?”
This way users can watch the video, read the recipe and method quickly, and read tips if need be that draw in some storytelling. Instead of having to sift through that content like common (bad) web practices, it allows you to go on a journey with the content easily and get what you need.
Tips are not meant to be long form blogs, instead ways for people to quickly read fun content about cooking that is interactive. Look at the frame here, Tips are short and sweet. We know that the reading attention span has decreased, with analytics showing rates dropping to % from %.
All of this content and its organization is also fantastic for SEO. With all of the structure and filters allowing for domain authority to be built- as we are directing visitors to directly what they need. Google basically sees that with heart eyes.
The site as a whole, is a functional and custom experience for Acme Salt Co. Almost a brand asset in itself, a way to be recognized and to sell.
With the end of design, we entered into development. As our dev team did their magic to bring these designs to life- our marketing team started working on a launch strategy.
Launch Campaign & Implementation
People had to have a reason to go to Acme’s new site, outside of ‘it’s new, come visit it and buy’. That provides no value, and plenty of brands fall into the trap of believing that your current audience cares when you say that. You have to show them why it’ll be valuable.
So we started early. We teased the launch of the site not based on its ‘beautiful design’, but the value the customers will receive from it directly. Consumers value these things as a general principle: easy purchases, to understand the product they're buying better, and to feel like they will be rewarded for being a part of your system (cite data). Simple, valuable, rewarding- that is what drove our marketing material.
Here are some email and post examples.
People were ready and excited. Attaching an offer to the new launch was next, what will be the greatest reward for someone to visit your new site that you believe is so important- especially for ecommerce and loyal fans.
We talked with Acme Salt Co about pricing strategy and rolled out new pricing for the site, which then allowed them to take greater margin cuts for discounts.
Thus, the 24 hour 50% off sale was born. The philosophy was simple, urgency urgency urgency. This lasts one day only, people!
We scheduled emails at set times as reminders, with language that really suggested, Acme Family, this is your time to purchase a lot at a great deal. The goal was not just to increase sales that day, but to encourage followers and current customers in the system to show this offer to their friends. Buy their friends salt, get them familiar with our brand, or tell them to visit our site.
This is because we knew that Acme’s churn rate is incredibly low, and about % of customers return. We needed more in the door, so we knew that this launch strategy had to speak to that too.
All of these teaser posts, emails, conversations, encouragement to share with friends led to one beautiful moment.
Acme Salt Co’s biggest sales day in history. Making what they would usually in 30 days, in a single 24 hour period, conversion rates at 80%.
This was important, not only for all the hard work and strategy to prove to be an effective hypothesis and coherent actions, but also for Acme Salt Co to believe now that they are capable of becoming a National Brand.
Acme Salt Co, is founded by two people. Chef Bob & Halli Fleener, an amazing creative couple who was looking to create this company as a means to pay for their retirement. Now, they are soaring to new heights and growing with their brand.
When we first met Acme Salt Co, they said, “I just want to make enough to cover my life”, now it’s “We’re ready for investment and scaling”.
The power of strategy, effective marketing, and quality design, not just in the external systems that people see, but on the inside. Every price strategy, every system for orders made, all the personal growth required to handle these things, results in something amazing.
