Chapman’s Ice Cream has been a quintessential Canadian source for frozen treats since 1973. Now, as the largest ice cream manufacturer in Canada, they came to us to create a web experience to match.
Originally looking to improve the accuracy of their store locator, the project evolved into a complete mobile-first redesign of their website with a fresh aesthetic, self-sustaining content strategy and improved SEO.
With promotions and featured products changing by the season, we pinpointed flexibility as a critical component of the redesign. With that in mind – we built a bespoke uploading system into the redesign, allowing the client to create promotional landing pages, dynamic product categories and automated updates to the product line, all without our intervention. We also integrated MailChimp to synchronize the new website with their existing email marketing initiatives.
An SEO audit in collaboration with the client uncovered what customers are most interested in searching for. This allowed us to improve keyword use and ease navigation by categorizing products on the new site to match what customers are looking to find.
Our in-depth revision of the information architecture reorganized the site’s content to create a seamless user experience. In tandem with a more robust store locator database, allowing users to search via product or flavour, we were able to create an online experience that brings customers closer to the products they love.
Finally, we introduced a fresh visual appeal to shift Chapman’s brand identity into modern territory. Macro food photography highlights the premium ingredients that go into the products, and imagery of families depict the brand’s inclusivity and nod to its proud Canadian roots.
Chapman’s saw an 18% increase in the overall goal conversion rate, with a 25% increase in website traffic and a 23% increase in the average time spent on the site. Mobile traffic was boosted by 42% thanks to our responsive design.
We were also able to supercharge the reach of a limited promotional coupon, exceeding all click expectations.
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