Digital marketing agency August has launched a new website and pool fence calculator for pool fencing company Everton.
Everton is a new brand which replaces the existing brand ‘Highgrove’ for glass pool fencing and balustrading products. They needed to ensure they drove traffic to their exclusive retailer, Bunnings, and migrated consumers across from the Highgrove brand to Everton.
August analysed user behaviour to understand the key drivers behind the process of choosing a pool fencing or balustrading system. The strategy behind the custom calculator was two-fold:
- To be practical and useful by responding to the demand of users wanting a way to get all the information they needed to build their own pool fence or balustrade
- Create a call to action for Bunnings and build awareness for the Everton brand as it rebrands from Highgrove Glass
The site takes a holistic approach to the design, architecture and calculator. Overall navigation incorporates clear imagery with iconography to help inspire and inform users as they research, consider, purchase and install pool fencing or balustrading products.
“Websites are more than a single digital asset,” says Rainer Vogel, group account director at August. “We needed to use Everton’s new website to drive their customers to Bunnings and the calculator was the best way to achieve this.”
The Everton calculator is easy to use for DIYers. You can stand in your backyard with your mobile or tablet, input the measurements and select the preferred system you would like. You are then given a cost estimate and list of the components all ready for print or email to take to Bunnings and complete the job.
Since launch, the analytics on the site have been exceptional. Dwell time is on average six minutes per user with 58% of unique visitors using the calculator.
The calculator is only one element of the site. An inspiration gallery allows people to visualise real-life examples of before-and-after photographs. There’s also an extensive ‘how-to’ section with articles, installation instructions and video.
“Critical to the success of the site was the development of a proprietary planning/calculation tool to help consumers. We’re certain it will positively impact our brand experience and increase sales,” says David Watkins, marketing communications manager, Gale Pacific.