PRO™ Chemical & Dye
A leader and worldwide supplier of high-quality dyes and textile paints, PRO Chemical & Dye has been in business since 1969 and their visual brand showed it. With over 80% of their business generated solely through online sales, the owners knew they needed a brand refresh and website update, or risked falling far behind their competitors. They were in need of a more robust CMS to handle their growing product listings and a better strategy to increase sales and customer engagement.
I was given complete creative control over this project and worked closely with PRO Chemical’s three owners to bring it to fruition. In it’s entirety, I created a new logo, redesigned their website that now houses over 5,000 products, and continue to design monthly promotional newsletters that are sent to over 3,600 subscribers.
Website Design Process
As part of the rebrand strategy, I sat down with the owners to learn about their customers and better organize their website to reduce the complicated amount of steps required by a visitor to purchase any given product and help create a more focused, streamlined experience for their users.
At its most complex hierarchy, users were required to search through a long list of products and categories on the left sidebar of the homepage. After choosing one of 40 from the list, they were directed to a page with another list of product categories and would need to click through again to find individual colors in that specific product line. Confused yet?
Some product lines containing 100+ color options, requiring users to click through 3+ pages of products to find a specific color in one product line, or have to jump back and forth from the main color page to purchase more than one color in that product line.
Final Website Design
The website is now mobile responsive, with a completely new and organized system using the Magento e-commerce platform. Mega-menus contain categorized groups that lead customers exactly to the products they’re looking for. Products with various color options are now easily accessible on one category page and the customer can view an entire palette of colors from one product line on one page without having to jump pages to purchase more than one color.
Results
Since their rebrand and new website launch in late 2016, PRO Chemical has seen an increase in average dollar amount per order, an increase in overall orders for the season, as well as a steady online visitor count of 10,000 visitors per day.
Digital Marketing
To promote consistency across all marketing platforms, I also transformed their text-based, monthly newsletters into branded sales promotions and advertisements to drive their 3,600+ subscribers to the website. What used to be a newsletter that often landed in customers spam folders, now has a 99% open rate with over 60% engagement and click-through rate aiding in increased website traffic and sales. I also design similar graphics used for updating their website and social media to regularly promote sales, news, and events.
