Chryssi Zimi, a well established FMCG brand in Greece, was experiencing ever diminishing KPIs on their brand website, falling behind the competition. As a result, Interweave was asked to redesign the existing website.
We responded by creating a new “digital home” for Chryssi Zimi, a modern, user friendly, mobile first website designed to attract and retain customers for the brand, by addressing their true needs and desires in all stages of the AARRR funnel.
To maximise the new website’s effectiveness and ROI, we started the design process by a detailed analysis of data and of qualitative insights, doing a SEO analysis and developing buyer and user personas, to discover customer behaviors and desires that if addressed would lead to increased visits and increased customer satisfaction.
Based on those insights, we designed a website with features, functionalities and user journeys that catered to all stages of the AARRR funnel, aiming to attract and retain customers, facilitate the buying process and boost repeat visits by them, thus contributing to customer retention and brand loyalty.
Content design was based on the insights uncovered by our detailed SEO analysis, that indicated search terms on the rise (and fall) among relevant audiences, as well as seasonality of terms, allowing us to design and create content that closely followed, and catered for the interests of the audiences we wanted to attract to the brand, when those audiences most wanted it.