Finding a Balm Solution With a Top Digital Marketing Agency
The Carmex brand has been an American staple for many years, and as the CPG brand continues to grow they needed brand manager support and tools to fix some of the website issues they were encountering.
With a variety of issues affecting their website, and of course the overall brand performance, they turned to the CPG manufacturing web design and digital marketing experts at Idea. They relied on our experienced manufacturing web design team for assistance with the following issues:
Reduced Brand Manager Support Capabilities
Any successful CPG brand needs the right Brand Manager support and tools, and a huge part of their toolkit is the website. A website that is difficult to manage, or update, can spell trouble for the brand. In this case, Carmex’s brand managers didn’t have the support they need to make changes to the website. Essentially any website updates, like website information, graphics, product pages, and more, were made virtually impossible because of the difficult back-end management. Without fixing their website, the Carmex team would be unable to add or feature new products, a major problem for the brand.
The limited website management was a direct result of previous website partners using bad code and other poor design choices. This led to decreasing control for the Carmex brand management team over time.
Poor Website Functionality = Poor User Experience
A website’s functionality is incredibly important to the user experience. If there are bugs or broken functionality on the website, then your target audience is likely to bounce.
With numerous bugs and poor functionality, the Carmex website was not providing the great user experience that one would expect from such a top-rated consumer goods brand. These issues were leading to decreased performance for the CPG brand website.
One of the worst issues was the slow website load speeds that users were experiencing, which was only getting worse with each website addition.
Mobile Optimization Wasn’t a Priority
Their previous website was not built with a mobile-first mindset, which means their website was not optimized for mobile users’ experience. With mobile user numbers increasing each year, this is a major issue for many top CPG brands.
Mobile optimization was one of the first problems we discussed during our brand manager support meeting. Making sure that users had a uniform experience, whether on mobile, tablet, or desktop was sorely needed. Everything on the website needed to load and function properly across devices, which was not currently happening.