Pure Leaf

Task

Unilever Food Solutions (UFS) was looking to revamp their standalone Brand website for their premium tea offering – Pure Leaf. They wanted to run awareness and promotion campaigns on their Pure Leaf products to businesses and to drive traffic into a more enhanced and presentable website.

They were looking to;

• Promote their entire product range – Enveloped, Non-enveloped and Loose leaf.
• Give the option to order for samples, before businesses make their buying decision.
• Allow businesses to place tea orders from the website via 3rd party integrations – ‘Amazon’ and ‘Specialty Café Supplies’ (key distributor).

Solution

We took up the website build and scope of work included;

• Website wireframe & design.
• Front-end & Content Authoring.
• Basic SEO and GA event tracking.

Design approach

We proposed a very natural theme for layout design – made rich with close up images of tea leaves, actual harvesting, tea servings, package shots. Using a darker background really brought life to the imagery for an exquisite presentation.

Content included Home page, product range, video features, tea serving advice, tea pairing suggestions, etc. for better content engagement.

Development

The Pure Leaf website pages were built using the built-in features and functions of WordPress D2lite Platform. Front-end template was build and pages were authored as per approved design.

We interacted with the D2lite team efficiently to implement and meet set standards & processes – security scan, performance testing, optimization and SEO.

Results

A performance comparison of the old website vs the new revamped website shows significant improvement in terms of engagement;

• 60% increase in Page views.
• 70% increase in Avg. Session durations.
• From Direct channel, 47% higher traffic into website.
• Organic channel traffic increased to 145%.
• Third party integrations were implemented starting Oct 2019, and event tracking on GA showed the below numbers till date.
• ‘Buy from Amazon’ – 33 clicks.
• ‘Buy from SCS’ – 15 clicks.
• ‘Order a free sample’ – 30 clicks.