CSR Sugar Website Redesign
Reposition the CSR Sugar brand by redesigning their entire digital strategy and online experience.
Despite their long history and brand recognition in Australia, CSR Sugar website did not reflect the brand vision. With a high bounce rate and poor User Experience, their website was missing the opportunity to capture users and give value back to the brand.
– Reducing the high exit and bounce rate of the website.
– Increasing the average time on site, while increasing the volume of returning traffic.
– Delivering the new website in a short timeframe with a limited budget.
– Streamlining the development process to deliver on time and budget while working with an overseas development agency.
I led the redesign and the team who worked on the new CSR Sugar website, from early research to delivery.
In addition, I worked alongside strategists and the client to create an engaging digital strategy that would become the foundation of the brand and website.
First, we conducted a quantitative analysis of the CSR Sugar website to understand customers behaviour within Google Analytics.
This gave us an understanding of what areas were working or could be improved.
We also ran a UX audit across the areas with the highest traffic and identified a number of usability issues to address during the redesign.
During our research, we found that most traffic coming to the site was arriving organically via recipes published in the website, so we wanted to surface this content and leverage the interest for these recipes and baking tips.
The final website shows an imagery-driven layout, surfacing the recipes and tips content on the Homepage while incentivising users to sign up for exclusive content.
The newly designed website elevated CSR Sugar to become a lifestyle brand that fosters a loyal customer base. This solution is the result of a methodical understanding of the brand and the users needs.
Visit the live site: https://www.csrsugar.com.au