Water2’s old site was the digital equivalent of a limescale-ridden kettle—clunky, slow and not exactly appetising. UK consumers are constantly told their water is “world-class”, so no-one felt thirsty for a filter. Page copy mumbled stats, imagery looked more plumbing aisle than lifestyle, and the add-to-cart button hid below the fold. With no credible social proof and zero education on lead pipes, PFAS or microplastics, visitors bounced faster than a droplet on a hot hob. In short, the brand’s promise of bottle-quality water never made it through the pipes to the customer’s brain, and conversion rates dripped rather than poured.
Post-rebuild, the tap finally gushed. The new UX pairs punchy infographics with water-test data to puncture the “UK water is fine” myth, while sticky CTAs keep purchase within thumb’s reach. Checkout friction was stripped away, and the cart redesign alone unlocked an extra seven-figure annual revenue stream. Overall conversion soared, smashing the client’s targets and turning a niche purifier into a category thought-leader. With a rolling CRO retainer we’re now iterating monthly—testing copy, personalising by postcode hardness and adding interactive quality maps—so growth keeps flowing. In short, Water2 now drinks in seven-to-eight-figure profits that previously swirled down the drain.
