Turning the Tap on Trust: Water2’s CRO Makeover
Turning the Tap on Trust: Water2’s CRO Makeover
Turning the Tap on Trust: Water2’s CRO Makeover
+7 Figures in Revenue
+7 Figures in Revenue
+7 Figures in Revenue
Water2 turns ordinary UK tap water into something you’d happily bottle. Their under-sink filter latches onto the cold feed and strips out lead, PFAS and microplastics—the invisible nasties we’re told not to worry about. Water2 had the tech, but their old Shopify site leaked credibility and conversions. We dived in with a forensic CRO audit—customer surveys, heat-maps, heuristic scoring and GA4 deep-dives—then rebuilt the entire theme from the pixels up. Fresh UX, infographics that call out Britain’s “better-but-not-best” water, and a checkout flow smoother than a mountain spring—plus bespoke touches from sticky CTAs to an interactive contamination map.
Water2 turns ordinary UK tap water into something you’d happily bottle. Their under-sink filter latches onto the cold feed and strips out lead, PFAS and microplastics—the invisible nasties we’re told not to worry about. Water2 had the tech, but their old Shopify site leaked credibility and conversions. We dived in with a forensic CRO audit—customer surveys, heat-maps, heuristic scoring and GA4 deep-dives—then rebuilt the entire theme from the pixels up. Fresh UX, infographics that call out Britain’s “better-but-not-best” water, and a checkout flow smoother than a mountain spring—plus bespoke touches from sticky CTAs to an interactive contamination map.
Water2 turns ordinary UK tap water into something you’d happily bottle. Their under-sink filter latches onto the cold feed and strips out lead, PFAS and microplastics—the invisible nasties we’re told not to worry about. Water2 had the tech, but their old Shopify site leaked credibility and conversions. We dived in with a forensic CRO audit—customer surveys, heat-maps, heuristic scoring and GA4 deep-dives—then rebuilt the entire theme from the pixels up. Fresh UX, infographics that call out Britain’s “better-but-not-best” water, and a checkout flow smoother than a mountain spring—plus bespoke touches from sticky CTAs to an interactive contamination map.
Water2 turns ordinary UK tap water into something you’d happily bottle. Their under-sink filter latches onto the cold feed and strips out lead, PFAS and microplastics—the invisible nasties we’re told not to worry about. Water2 had the tech, but their old Shopify site leaked credibility and conversions. We dived in with a forensic CRO audit—customer surveys, heat-maps, heuristic scoring and GA4 deep-dives—then rebuilt the entire theme from the pixels up. Fresh UX, infographics that call out Britain’s “better-but-not-best” water, and a checkout flow smoother than a mountain spring—plus bespoke touches from sticky CTAs to an interactive contamination map.
UI/UX Design
UI/UX Design
UI/UX Design
Shopify Development
Shopify Development
Shopify Development
CRO
CRO
CRO
Photography
Photography
Photography
Where it all began
Where it all began
Where it all began
Where it all began
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.
Driving growth & innovation
Driving growth & innovation
Driving growth & innovation
Driving growth & innovation
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.
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.
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.
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.
Ongoing UI/UX Firepower for the UK’s Mattress Trailblazer
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Concept, Launch & Scale for Emily English’s Epetome.
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