A Tasty New Look For Zing
Strategy
Branding
Design & Development
Photography
Objective
Zing Bars, maker of nutritionally-balanced snack bars, tasked Pure Strategic with increasing their digital presence, increasing overall direct-to-consumer sales, and streamlining the customer experience on their website.
DISCOVERY
During the course of a successful assessment, we defined the target audience and areas for improvement across Zing’s DTC channels. We identified inconsistencies within their website that were impeding the customer journey as well as complicating the site’s framework. It was also discovered that photography and content weren’t winning over new website visitors. Removing these barriers would streamline the shopping experience and improve overall site performance.
STRATEGY
To address the discovered needs, Pure Strategic decided to design and develop a new ecommerce website and invest heavily in original content (copy, photography, video). These key components, in combination with a properly developed responsive site, would contribute heavily to our strategy of converting new visitors to customers.
Tactics
- Re-merchandize products
- New photography
- Identified target audience to create a more focused marketing effort
- Refined look & feel with updated branding components
- Drafted content for interior educational pages
- Created a blog for publishing reusable original content
- Designed, built, and launched the new zingbars.com
Imagery
We created new product photography to support the new look and feel of Zing. The look is vibrant, fun, and emphasizes the taste appeal of Zing Bars. The updated branding uses raw ingredients from the bars and is grounded with organic shapes and gradient color treatment that carries throughout.
REsults
Pure Strategic created a streamlined, visually exciting, and engaging customer experience on Zing Bar’s new site, built on the Shopify platform. Pure Strategic also defined Zing’s updated look & feel and customer journey. Finally, Pure Strategic curated a catalog of engaging assets and content that illustrated the tasty and nutritional aspects of their bars. This content was then disseminated through social media platforms, email lists, and other points of customer contact. This all ultimately resulted in an elevated look & feel that saw a 100% increase in conversion.
Client Feedback
Dear Chris,— David Ingalls, MS, RD, Zing Bars CEO & Co-Founder
I wanted take a moment to compliment you and your team on the superb job with our recent website design and development. The whole process was incredibly seemless and the final product surpassed our expectations. Beginning with the development, Hayley and Brittany clearly requested all materials, copy and brand insights while simultaneously outlining the six month plan.
Over the course of the project we interacted with members of your dev, copy writing and photography teams, all of whom represented with competance and expediency. As with most projects, we changed our mind a few times and even on the eve of the launch made last minute edits and dev updates, all of which were handled in stride and, surprisingly, did not push back the launch date.
In our high stakes, marketing-focused CPG world, we so often take excellence for granted, and your team rose to the expectation. I was impressed by the clear communication, the quick pace, immediate responses to questions, high quality of work across multiple disciplines, and of course, the final product.
With the new site, our brand is much more approachable with ownable creative elements and a more cohesive story. And after the first month, conversions are up 100% on the same amount of sessions. Can’t wait to ramp up the marketing and start doing the fun stuff!
Thank you very much for a great experience and a great final product. My highest compliments to you and your team.
Pure Strategic
