We partnered with Nalgene to develop a state-of-the-art e-commerce platform and video marketing program to skyrocket sales year over year.
Nalgene.com
The iconic water bottle company rebuilt for the 21st century.
The challenge
Boosting revenue on the big wide web
Nalgene is synonymous with outdoor retail, but in 2019 they needed a transformational online shopping experience to boost revenue and set the company up for long-term online growth.
They gave us a clear challenge: generate a 50% increase in products sold at checkout. (Spoiler alert: We crushed their sales goals two weeks after Nalgene.com relaunched.)
11.9% ↑ Sessions Increase
Improved audience engagement, ad effectiveness, and purchase indicators led to better customer experienes.
3.1% ↑ E-Commerce Conversions
Tailored UI and optimized product pages led to more high-value conversions at check out.
THE SOLUTION
An online experience as iconic as the goods
We blew Nalgene’s revenue goals out of the water by redesigning their digital presence from top to bottom. With our holistic, highly iterative process, we streamlined the backend of their e-commerce platform, revamped their website, and created a performance-based digital marketing strategy to drive massive long-term results.
What we did
State of the art e-commerce
- Website Design & Development
- Paid Media – Facebook, Google, Bing
- Video Production for Paid Media
- Technical Search Engine Optimization
- Conversion Rate Optimization
- Backend E-Commerce Development
OUR APPROACH
Rebuilt front to back
A rebuilt backend
Our research informed a plan to redevelop Nalgene.com from the ground up with a rock-solid foundation. We started by overhauling the backend and inventory management system to simplify product fulfillment – AKA get the right bottle into the right hands faster.
A user experience smoother than butter
Next, we turned our attention to the user experience, designing a slick, modern interface that made finding the perfect bottle a breeze. Once the user added to their cart, they were greeted with a seamless check out experience that incentivized additional sales opportunities.
Getting to know Nalgene’s superfans
Like all great explorers, we studied the former site to uncover roadblocks in the shopping experience that were keeping fans from completing a purchase.
But we didn’t stop there. We needed to understand what made Nalgene fans tick, so we deployed the armada – a series of surveys, focus groups, and design sprints that would inform our design solution to sell more bottles, faster.
Spreading the good word
If a water bottle falls in a forest and no one is around to hear it, does it make a sound?
Yes, yes it does.
Nalgene.com went live in tandem with a full-throttle performance marketing campaign designed to spread the word that Nalgene was back, baby! Anchored with dynamic video content and a custom photography library, we left no search engine optimization (SEO) or conversion rate optimization (CRO) stone unturned to drive awareness and click-throughs to the new site.
And the results came in loud and clear.
51.6% ↑ Order Value
Customers found, added, and checked out with more products.
74.9% ↑ Revenue Growth
Year over year revenue went way up. Happy customers. Happier client :)
Where we started
From fans to evangelists
From day one, we set out to supercharge Nalgene.com’s sales performance, and the numbers did not disappoint. Two weeks after the relaunch, the Scout Digital team was doing the happy dance – literally. Nalgene’s original revenue targets were hit and then quickly surpassed. Sales increased by 68% in a matter of days, and within the first two months post launch, Nalgene.com had its largest online sales day in history. Then it happened again, and again, and – you get the idea. Scout Digital and Nalgene became BFF’s for life, and the future looks awesome.
Where we landed
Up next, continuous growth
The success of the Nalgene.com launch was just the beginning. Even fancy, behemoth websites need love and attention, and that’s where performance marketing comes into play.
Today, we keep Nalgene.com steaming ahead while we inspire new fans to click through, dive deep, and check out. Through monthly analysis and ongoing user research with data-driven techniques like heat mapping, we continue to unlock the secrets of Nalgene super fans to serve them even better.
WRAPPING UP
So, how’d we do?
Evolve or fizzle
We think our initial work was pretty spot on, but it became apparent after launch that the new navigation needed to be further simplified to improve the user experience. We put our creative brains to work, and pushed a new site architecture that changed everything.
What the numbers tell us
By streamlining the way users found their favorite products and by optimizing the checkout experience – transactions, conversion rates, and order value went through the roof. The result was an incredible 74.9% increase in overall revenue. We’re no mathematicians, but those numbers made us cry tears of joy.
A dynamic partnership
Nalgene and Scout Digital worked closely throughout the course of this project to ensure a successful rollout for Nalgene.com. With weekly check-ins, rapid iteration, and tight communication, this was a combined effort that we’re proud to showcase (and brag about).
READY TO GROW?
We are a full-service creative agency
At Scout Digital, we mix design and data to build innovative digital experiences that help brands grow. We’re all about performance at play.