The Unique Challenge
As one of the most reputable and longest-tenured water providers in the country, Culligan Water needed a website that would highlight its established brand while streamlining the purchasing process from its many dealer locations.
Culligan’s existing website was outdated in both its design and functionality, built through a content management system that did not allow for easy updates and an experience that was not mobile-friendly.
01Craft a messaging strategy to build upon strong existing brand
02Provide intuitive purchase paths for both home and office environments
03Allow all Culligan dealers to leverage the same ecommerce backend platform
04Utilize captivating content and responsive design to promote products, services, and educational resources
05Set up detailed sales reporting via Google Analytics and Magento
06Launch targeted marketing campaign to continually optimize performance after launch
An Optimized Path to Purchase
Perrill optimized all phases of Culligan’s purchasing process, providing an immediate avenue for users in both home and office environments. The result has been a colossal increase in revenue across the board. The dealer locator has made it easier than ever for users throughout the country to find their nearest Culligan provider by simply entering their ZIP code. The Magento Multi-Store functionality allows for the management of each dealer location from a single admin panel, removing the need to create multiple ecommerce backends for every location. Now, the different pricing for each dealer can be easily accommodated while all product data and content is stored and pulled from the same shared CMS.
Content that Converts
Perrill’s branding and content writing process for Culligan’s new site aimed to build on its strong existing brand by effectively conveying the true value in providing yourself and those closest to you with high-quality water and water products. This positioning manifested itself throughout the site via inventive copy for products, services, and educational resources, all of which contributed to users browsing the site for longer and increasing their likelihood of conversion. After launch, Perrill also initiated a full-service marketing strategy to provide continued support in SEO, paid advertising, A/B testing, product page optimization, and more.
The Impact of Better Water
Human-to-human interaction has been a longstanding and leading component of Culligan’s success, and one Perrill felt should remain intact across the new site. In doing so, we combined the streamlined UX with the personal level of interaction Culligan’s customers thrive on to deliver a frictionless digital experience that transitions into a friendly, transparent interaction with a real member of the team. Perrill has also leveraged real-time reporting following site-launch to highlight detailed sales analyses in Google Analytics and Magento, shining a light on victories and opportunities in the sales pipeline.