The White Company B2B website redesign
I redesigned the B2B landing page and sub pages for The White Company to update the visuals in line with new brand guidelines. Taking into account competitor analysis and feedback from user testing and accessibility sessions.
The objective was to provide a seamless and intuitive navigation experience for “brand to brand” customers to easily find information related to the services we offer and increase the conversion rate of visitors initiating contact or registration for B2B services.
The first step in approaching this project was to look at The White Company’s existing B2B site and analysing the click through rate percentage for each of the elements to see what most customers were interested in.
At current there was a lot of information squeezed onto one page and I wanted to see how we could split these off into separate pages, this would enable the customer to be able to click straight through to the page and information relevant to their needs and therefore reduce the likelyhood of page drop off.
Once this information had been analysed I worked with the UI team to create basic wireframes and the editorial and B2B team to work out what information was needed on each page and how best to split it up.
Original B2B landing page:
Original Corporate gifting page:
Click through percentage on each element:
First stage wireframes:
