Project Context
Hancocks Cash and Carry pride themselves on being the largest confectionery wholesaler in the UK. Working alongside a vast range of confectionery brands and suppliers, Hancocks always strive to maintain themselves as market leading suppliers, catering for all confectionery needs. With the vast range of products on offer it is important to signpost customers correctly to relevant products and information, supporting both the customers journey and providing higher conversion rates. Landing pages are one of many ways in which focused relevant products and information can be provided to the customers. With clear CTA's and relevant content, these are also highly valued for SEO as search engines such as Google, who want to provide their users with pages that match their search queries.
I was tasked with designing and building landing pages for a range of brands and suppliers to help increase engagement and generate sales.
Key Insights
Having conducted research about Hancocks customer behaviour and popular search queries, it was evident that certain brands and categories could benefit from dedicated landing pages.
- Many customers would come to the site looking for specific brands and products but may not always be able to refine their search to find what they were looking for.
- As a leading online supplier for large confectionery brands, there was an opportunity to provide stronger relevant content to customers.
- Hancocks wished to gain additional revenue through selling marketing packages including landing pages, website banners and email marketing to suppliers.
- Search engines value high quality content to provide relevant pages to their users.
Design Requirements
Having liaised with Hancocks sales and marketing teams, as well as major brands such as Mondelez/Cadburys and Haribo's marketing teams, we set the goal to increase engagement and increase sales through providing focused landing pages.
1. Create a simple focused design and template that could be utilised for various brands and product ranges.
2. Highlight brand/supplier products and ranges, whilst utilising their brand guidelines where possible.
2. Showcase relevant new products.
3. Provide relevant information for customers as well as for SEO purposes.
4. Provide CTA's for customers to buy products.
5. Highlight top selling products within the brand/suppliers range.
Landing Page Mockups
Final Thoughts
The intention of these landing pages was to provide clear focused content for the featured product brand/range, essentially offering their own home of content.
To monitor the success of these designs/layouts, the pages would need constant review, content changes and testing to ensure they are working correctly and performing to the best of their ability. As they are intended for greater focus on a range or brand, there are many CTA's which does pose complexities when trying to determine the success of the pages. However, with testing tools like VWO, a clear picture can be provided that highlights which elements are performing well. The addition of more rich content, that can be refreshed on a regular basis will also improve user engagement.
