the client
A typical infant will go through on average 4,000 disposable nappies by the time they are toilet trained, which by our calculations is an enormous amount of waste and a huge environmental strain as the decomposition process can be up to 500 years. The philosophy around Econaps is centred around putting children first, which also means taking responsibility of how our actions impact the planet for future generations. Their solution? Designing a reusable modern-day cloth nappy as a simple and effective solution to single-use nappies. Designed in Byron Bay, Econaps are ethically made, sustainably packaged, and dedicated to creating beautiful and quality products for the little ones.
the brief
Facing issues with navigation, usability, and integrated apps, Econaps approached 30 Acres to undergo a website re-theme and SEO audit to optimise the overall on-site user experience. While aesthetically their brand identity was strong, a slight refresh was also recommended to elevate their product offering further.
how we helped
Our team put their heads together to reimagine the website design, introducing a new font styling that elevated the brand with a clearer and more refined look.
A thorough SEO audit highlighted numerous technical considerations to be made during the re-theme, as well as opportunities for on-page content to improve conversion rates and UX.
A complete product data clean up and restructuring allowed for streamlined navigation between products on product pages, and a lot of detail went to improving UX writing for navigation; fundamental to effectively categorising and reordering. Through this process it became evident that the previous structure was resulting in users missing out on key information and educational content that would be beneficial in nurturing conversions. By introducing a clear hierarchy on product pages through tabs, we ensured users were able to easily find important product information, and to nurture first-time purchasers we implemented a content hub with useful how-to guides.
As most customers were likely to need more than 1 nappy, offering customers the option to purchase product bundles and save was an essential part of the build. Through the integration and customisation of a third party app, we were able to introduce this functionality that worked smoothly both on the front-end and back-end (with inventory management).
development
design
the result
The new website was launched in September 2021, and has already shown considerable improvements in KPIs compared to the month prior; site traffic is up by nearly 30%, unique purchases +91%, revenue +50%, and conversion rate +25%.
+91%
Increase in unique purchases
+50%
Increase in revenue
+25%
Increase in conversion rate
