Strategy & UX
The front-end public site has been created to give a flavour of the products. There is flexibility on the home page to change the focus from one product to another through the use of a scroller and a selection of boxed areas to highlight collections or specific ranges.
These collections are then broken down into ranges within a separate section for ease of clicking through to an overview of that specific range and related products.
Kettle’s four key selling points were important to them and as a result are quite high up in the order of significance, sitting directly under the scroller on the home page and on subsequent pages underneath the navigation header. Rolling over these icons on the subsequent pages will also give you additional information on these key areas.
The collection information on the public side of the site has been slim-lined to give an overview of the product, with essential call to actions to sign up to view the full range.
Signing up is a simple process of supplying your name and email address which is then sent to Kettle for verification. Once approved the customer can then move over to the ecommerce side of the site.
The client was keen to reflect the public facing site as much as possible. But the key element to this site is the ‘order form’ which contains the full range of products and key details where a customer can easily review a product, its CBM, cost and apply a priority to the product when ordering.
This has helped reduce the bounce rate of the website by over 41% along with increasing session duration by over 286%.