Bacofoil

Since 1962 Bacofoil, one of the UK’s most trusted household brands, have been helping millions of households make life in the kitchen easier with their range of staple kitchen products.

1500+ products added to retailer shopping baskets

28% increase in website sessions

20% increase in search impressions

The brief

Bacofoil’s range of high quality products are trusted by millions of homes across the UK. Their website is the central hub of their online presence and they needed to bring it in line with other marketing activities through look, feel, experience and tone of voice.

The challenge

To raise awareness of the Bacofoil brand online to encourage consideration of products and increase online engagement with their target audience.

Our approach

We kicked off the project with a full discovery session to map out user personas, how the website needed to support their needs and key functionalities.

An online hub for all

Ease of use and creativity was at the forefront of the design and development stages, making the website an easy, enjoyable place to learn more about the benefits and uses of their products.

Recipes and kitchen tips are central to their content strategy success so we created a dedicated page with filters for users to easily filter by interest and find inspiration and ideas for meals, storage and more. A completely refreshed look and feel ensured a more visually appealing layout, with clearer calls-to-actions funnels users into effective conversion paths.

Mobile-first approach

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

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

With lean, optimised, front-end development practices used in the site build, the finished result lends itself to a higher performing website.

WordPress block editor

Using the WordPress block editor feature, custom content blocks allow the Bacofoil marketing team to easily build new, on-brand content pages.

Product page CTAs

Product pages with clear signposting to other key areas of the site were added at the development stage; 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 and ultimately putting the Bacofoil brand at the forefront of the consumer’s mind when purchasing.

Bespoke shopping list feature

Building a bespoke system made purchasing Bacofoil products through preferred retailers an option for customers.

Clear call-to-actions were added across the site that allowed users to select their preferred supermarket and shop available Bacofoil products. On the retailer site, they can view product information, add the product directly to their supermarket basket and add to their normal shopping lists, which encourages a conversion and simplifies the buying process.

Why work with Kanuka Digital?

Kanuka Digital are a straight-talking digital marketing and web development agency who specialise in making eCommerce businesses flourish online.

✓ 10+ team of marketers, designers & developers with a passion for eCommerce

✓ Proven experience growing eCommerce companies from startups through to FTSE 100s

✓ Backed by iWeb, an award-winning eCommerce agency, with 20+ years experience

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