The client wanted to improve the conversion of visitors into customers. Our initial reaction was to improve the attractiveness. There were too many pictures of machines and not enough reminder of why customer’s are buying.
The storkøkkenudstyr client had a very big and well established DanDomain shop. It was important to think about changes that could be made without having to restructure or roll out work related to so many products. Starting from the front page where first impressions count, it was a cold introduction. The mission was to remind customers:
The client is very passionate about their products and skilled and knowledgeable about installing them. Although they were super excited about a stainless steel shelf, a customer isn’t. We wanted to help them see their product from a customer’s point of view in that the picture of a new stainless steel shelf didn’t motivate them to spend. What did motivate them was pictures of the delicious food they could produce AND happier kitchen staff now they had more efficient equipment!
To that end we changed the front page banner and included benefit boxes of buying here. We also added banners to every product category to re-frame the “cold” machines with pictures that could motivate a customer to keep in mind why he was investing.
