Europlan website redesign

Seth Godin said it best – “The most important thing in marketing is: do they trust me enough to believe my promises?”

Translated to the work we do – building trust with your user is one of the most important aspects of conversion. If the user doesn’t truly believe that you can deliver the outcomes you claim, the chances of converting that user into a lead or customer are next to nothing.

So to help Europlan build trust with new users (potential customers), we were very deliberate about designing in highly visual testimonial content throughout the entire website, further supported by the logos of well known brands, that in turn link through to related projects to tell the full story.

One of the primary project goals was to drive email database growth, but in an unobtrusive, organic manner (i.e. no pop-ups please!). It was also important to make sure there was some smarts around the database – we needed to collect more than just an email address.

To facilitate this we designed in a simple, one step signup form into the sitewide footer so that no matter which page the user is on, they can very quickly join the list without having to fill in a large complicated form. Then, in order to get further background on the subscriber, we redirect them to a “complete your profile” page where we ask for a little more information. In addition, every signup form on the website includes an opt-in field.

All of the above functionality integrates directly with Campaign Monitor email marketing software to eliminate the need for any double entry.

The new Europlan brand style was designed to be bold, yet approachable. As part of meeting the “bold” part of this brief, their brand agency had included a striking brand device, supported by a range of vivid colours to really bring the new identity to life.

To ensure this component of the brand was strongly represented on the new website, we incorporated this style into the email signup form which is present on every page. In addition, throughout all pages of the site the Europlan team can add a “pullquote” layout which incorporates this same background style, and easily choose in the CMS which background colour they’d like to run with, in order to make full use of the brand colour palette.