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OUR WORK

Splenda

How do you sweeten the digital presence of a household brand?

OVERVIEW

With an expanding product line and a fragmented family of helpful but non-responsive websites, Splenda was perfectly poised for a fresh new website to unify their brand. With so many exciting recipes and products, they needed to organize their content to increase accessibility and shopability.

  • clientSplenda
  • industryCPG

OPPORTUNITY

Splenda is a global brand and a household name, but its various website properties made its brand story feel disjointed. BSTRO saw an opportunity to improve the look and feel of their website with a piping-hot design that showcases their gorgeous recipe photos while capturing email opt-ins. We knew that by strengthening the user experience, implementing some key strategic optimizations, and integrating social media, we could really elevate the perception of the brand and create a more compelling brand story.

SERVICES

  • UI & UX Web Design
  • Photography
  • Optimization

PROCESS

Splenda’s content lived on multiple platforms to address different consumer needs, such as a separate Recipe site and a Splenda Safety site. Bringing their content together into splenda.com required a completely new approach to the site’s UX and UI design. We took the opportunity to address new product releases and update Splenda’s new branding into a mega brand.

 

UX & UI WEB DESIGN

By emphasizing enticing photos and adding fresh, modern-feeling visual elements like hero image rollovers, we were able to highlight what customers already loved about Splenda: the recipe inspiration.

Thanks to a more organized sitemap and navigation, and more logical categories, users can enjoy a more intuitive experience as they browse recipes and products, and make purchases. We created a reusable master template to enable better and more efficient design as new pages and content are added.

Social media integration draws visitors into the brand’s invigorating social channels, and a new email opt-in supports Splenda’s email marketing objectives.

 

PHOTOGRAPHY

Splenda came to us with over 600 recipe pages, and we saw great potential in giving the accompanying photography a refresh. We shot new images for older food and drink recipes — making them larger and more enticing — and added dozens of completely new recipe photos, to build out a more consistent and engaging visual experience across the site.

RESULTS

The new splenda.com is a crisp, highly visual user experience that draws visitors into the brand story while easily guiding them to the content they came to find.

Many metrics have improved dramatically! A 295% increase in returning visitors shows that Splenda’s audience is loving their new website so much that more of them are coming back for a second serving.  

295%

INCREASE IN RETURNING VISITORS

88%

INCREASE IN ORGANIC TRAFFIC

116%

INCREASE IN PAGEVIEWS

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