Bacofoil: Our Latest Site Launch!

Optimised site redesign and restructure, improvement in site functionality and a clear content strategy to build brand engagement and increase consideration and purchase of Bacofoil products. Find out how we achieved all of these in our Bacofoil case study below.

Making life in the kitchen that little bit easier.

Providing high-quality products to millions of households, since 1962 Bacofoil has helped to solve everyday problems in the kitchen. 

As a highly popular and trusted household name, Bacofoil products help to prepare, cook and store food easily and safely. They required a website which increased engagement with their audience and raised awareness of and encourages consideration of their products.

Bacofoil mobile website

Approach

With such a well-established and trusted brand, it was important that their website acted as a hub for their brand and marketing activities. Helping customers to find what they are looking for quickly and easily was really important for the new site. 

We started with a full discovery session, to uncover the needs of the new website. Bacofoil required an uncomplicated solution for themselves and consumers, with informative content to raise awareness of products and build brand loyalty. They requested a content management platform that would empower them to create recipes, tips and seasonal landing pages. To deliver this, we have created a series of custom-design content blocks and page builder functionality. 

Key features

WordPress block editor

Built with the WordPress block editor in mind, built-in and custom-designed blocks were used, which when combined allow Bacofoil to easily construct on-brand pages. This feature was introduced to WordPress in the 5.0 update, which you can read more about here

Bespoke Shopping List Feature

We built a bespoke system, making it easier for customers to purchase Bacofoil products through preferred retailers. Clear call-to-actions were added across the site for users to select their preferred supermarket and shop available Bacofoil products. On the retailer site, they can view product information, add the product to their supermarket basket and add to their shopping lists. This encourages conversions and simplifies the buying processes for the consumer.

Bacofoil preferred retailers

Product page CTAs

Product pages with clear signposting to other key areas of the site were also added; steering customers more towards the direction of an all-important conversion. For example, blocks on product pages linked to related ‘Other Products’ and suggest recipes for inspiration. This will put the Bacofoil brand at the forefront of the consumer’s mind when purchasing.

Content hub

With great recipes, tips and tricks to inspire uses for products, a dedicated single-page with filters for users to easily find what they’re most interested in and find inspiration and ideas for meals, storage and more. With a refreshed look and feel, a more visually appealing layout with clearer calls-to-actions funnels users into effective conversion paths.

Bacofoil recipes page

Mobile-first approach

Using a mobile-first approach when creating the responsive design ensures that the site works great on mobile, tablets and desktop. 

With optimised front-end development practices used in the site build, the finished result is a higher performing website. Faster websites are not only better for those using it, but also for search engines too.

In June 2020 within the UK, 44.85% of all website traffic came from mobile devices. This shows the importance of a sophisticated mobile-friendly website, particularly because this traffic steadily increasing.
Source.

What we did

01 Fully responsive WordPress CMS
02 Mobile-first approach
03 Full site redesign and build 
04 Encouraged conversions with direct link to purchase from retailers
05 Customised blocks for highly designed page updates
06 Increased product awareness and brand consideration
07 Conversion rate optimisation with effective CTAs

Results 

In the first 2 weeks of the new site launch…

  • 22% increase in pages viewed per session
  • 82.45% increase in average session duration
  • 190% improvement in Page Speed Score