Our Approach

We crafted a comprehensive strategy based on Click Rain research, website best practices, and our partnership with Blue Bunny since 2016. Our creative approach focused on four key design attributes.

Fun

Creating a light and engaging experience that extends the Blue Bunny brand

Informative

Presenting information in a digestible manner that complements engaging brand elements

User-Focused

Anticipating user needs and providing clarity in each interaction

Clean

Minimizing distraction while highlighting product and brand imagery

The Strategy

To achieve our objectives, we implemented the following strategies.

Connecting customers with purchase options was crucial for Blue Bunny. Knowing that, we vetted and ultimately integrated an updated “Where to Buy” tool that helped customers find Blue Bunny products in nearby stores and provided online purchase options. By exploring industry-leading tools, we ensured a seamless experience for both in-store and online shoppers.

Knowing that the “Where to Buy” tool is only effective if visitors use it, we prioritized its visibility. We highlighted the tool prominently in the navigation and strategically placed calls to action throughout the site. This ensured that no matter where visitors were on the site, they were never more than a click away from finding where to buy their favorite Blue Bunny frozen treat.

To attract more new users, we implemented several SEO enhancements. We structured URLs to minimize keyword competition between pages, maintained the SEO value of discontinued product pages, prioritized page speed, and more. These tactics helped improve Blue Bunny’s visibility in search results, particularly for non-branded searches.

Blue Bunny’s diverse product range deserved a spotlight. We built a product-focused navigation that made it easy for visitors to explore different product categories. We used engaging imagery and stylized elements to highlight new and featured products, making them more appealing and discoverable. Additionally, we implemented relational content across flavor pages, encouraging visitors to explore similar or complementary products.

We built flexibility into the site’s design and structure because Blue Bunny continually innovates. This allows for easy updates and additions, ensuring the website grows and evolves alongside Blue Bunny’s product offerings. The scalable architecture we implemented supports long-term growth and adapts to changing marketing needs.

True to Blue Bunny’s brand, we incorporated delightful surprises throughout the website. These whimsical elements not only enhanced the user experience but also reinforced the brand’s fun-loving identity:

  • Subtle Animations: We brought the Blue Bunny logo to life with microanimations, such as the “B” playfully hopping, adding a touch of whimsy to every page.

  • Blu® the Bunny: We incorporated Blu, the famous mascot that pops up in the bottom right corner, engaging visitors and adding an element of surprise and delight.

  • Interactive Elements: Throughout the site, we sprinkled in interactive features that respond to user actions, creating a more engaging and memorable browsing experience.

These playful touches transform a simple browsing session into a joyful brand interaction, leaving visitors with a positive impression that extends beyond the screen to their next frozen treat purchase.

By balancing functionality with fun, we ensured that the website not only met Blue Bunny’s business objectives but also captured the essence of their brand, creating a digital experience as enjoyable as their frozen treats.

The Result

To assess the impact of the Blue Bunny website redesign, we conducted a year-over-year analysis. This evaluation showed notable improvements across key metrics, demonstrating the redesign’s positive effect on user experience, organic search performance, and product discoverability.

Hands holding a phone displaying a mobile products page on the Blue Bunny website.
A user browsing products on the Blue Bunny website.
Animated screens showing product navigation and user experience for the Blue Bunny website.

The Result Enhanced User Experience

  • 19% increase in average session duration

  • 12% decrease in bounce rate

  • 20% increase in “Where to Buy” conversions

The Result Dramatic Growth in Organic Search Performance

Branded Keywords

  • 768% average increase in impressions in Google search results
  • 626% average increase in clicks over to the site from Google

Non-Branded Keywords

  • 1,183% average increase in impressions

  • 2,140% average increase in clicks

A laptop displaying the Blue Bunny website with a Blue Bunny Twist Pint sitting beside it.

Conclusion

By blending delightful design with strategic functionality, we helped Blue Bunny create a website that showcases its products and significantly enhances customers' paths to purchase. This future-proof design ensures that Blue Bunny’s digital presence will continue to support its growth and innovation, helping it achieve even more success in the digital realm for years to come.

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