Serving up digital success for a new eCommerce cookware brand.
Cookology was set up by a successful white goods supplier The Wright Buy as a disruptor in the marketplace to sell high quality goods with features that competed with the top of the range appliances, at modest prices for the everyday consumer. They had ambitious targets of matching the revenue from The Wright Buy allowing them to purely focus on Cookology going forwards and switch off The Wright Buy entirely.
The Brief
Cookology wanted to create a new brand and website that portrayed their high-quality products without making it feel too luxurious and exclusive so it still appealed to the everyday consumer. The key demographic was outlined as young professional couples that are first time homeowners looking to uplift their kitchen. The overall look and feel needed to be clean and modern to highlight the products aesthetic and technology but also to entice the target audience.
The Solution
As the brand was launching online it was essential that the website was designed to best practices for conversions from the start. The starting point was a simple and easy to navigate product category structure that allowed for a seamless user journey across all product ranges balanced with a modern UI that ties in with the innovative values of the appliance industry.
The simplistic look and feel was designed to give the site an overall clean and high-end aesthetic that allowed the products to be the hero. To help elevate the simple design the use of micro-interactions were used to add the final touches and finesse the overall experience. This style also worked well with the clients limited resources in assets and by only having cutout product imagery to work with it lent itself to a minimalistic appearance.
The Results
2 years after launch the website is continuing to exceed the goals set at launch with the website becoming the brands biggest form of income overtaking the high-performing channels such as Amazon and eBay. As expected mobile has the larger share of traffic although currently the desktop conversion rate is better. There have been a number of CRO updates made since the initial launch with the most impactful ones coming from updates to the product page and menu layout.
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