One of the world’s finest cooperages sought a web presence that would - in their words - present a “window into our soul”. This led to a partnership between A. P. John Copper and Boylen, where we reimagined how users experience this proud Barossa Valley brand.
Lovely numbers! Traffic up, bounce rate down and an increase in time spent on site.
The new WordPress website acts as an online marketing hub that encompasses Facebook and email subscriptions, and can easily grow to accommodate future online marketing activities. We have enabled single input of information, to produce and simply push company blog posts to their social media platforms.
During the initial discovery period, we addressed the site’s low traffic, abnormally high bounce rate and limited click-through to the company’s products.
Working closely with AP Johns, we undertook a “journey mapping” process to identify key customer journeys and documented how the optimum pathways. It was critical that these were intuitive and therefore easy to navigate.
Next we reviewed the site’s content hierarchy. This led to a greater focus on the AP John’s products, highlighting their unique oak additives.
To overcome the bounce rate problem, it was important to grasp and hold attention. This was achieved with the full-width, auto-play video and rich imagery from the working heart of the cooperage. Our aim was to engage with visitors at both a rational and an emotional level.
To further increase engagement, we developed a responsive historical timeline and deliberately opted for an understated use of archival imagery.
The previous website did not display properly on mobile and tablet. The new site has been developed using responsive design for a consistent user experience across desktop, laptop, tablet and mobile.
“Our aim was to tell a visual story. The scent of seasoned of oak, the sweat and flames in the forge, and entwine it with the innovative production methods that are deeply rooted in a tradition of quality extending back into the nineteenth century.”
