Clorox.com - Cleaner homes start with Clorox

Recently, a new Clorox equity guide was launched with the goal of establishing one consistent brand footprint across various mediums. Using thorough research we updated the site to better serve the target audience.

We asked Healthy Protectors (target) about their online habits, in addition to their experience on Clorox.com. We wanted both a quantitative and qualitative picture of our users in order to better understand the arena in which we have credibility to play; product informer versus lifestyle content provider.

Based on focus groups, site surveys and WebTrends data, we learned site visitors are quite satisfied with their experience on Clorox.com, however we had a few key opportunities for improvement:

• Majority (over 85 percent) are first-time visitors
• There is little reason to linger on the site once she satisfies her primary purpose
• There are gaps around safety, efficacy, the environment, and new product usage ideas
• 48 percent cite product information as primary purpose for visit
• Healthy Protectors are task-driven and time-crunched
• They visit sites to have their questions answered
• They’re looking for nuggets of digestible information
• They read health & fitness, home and family-focused articles online

Based on our insights, the following opportunities emerged:

• We can go deeper on what we're doing well, taking product information to the next level
• We have the credibility to be her "lifestyle partner" pushing further on the brand's promise of "Cleaner World. Healthier Lives."
• We can provide tools and content that afford reasons to stay on the site longer and encourage repeat traffic.

Our vision was to transform Clorox.com into an ambassador building vehicle by developing a 1:1 relationship with our consumer in the online world. Based on our research and the corresponding opportunities that emerged, we proposed a three-pronged strategy: enabling our Healthy Protector to engage with, delight in and share her passion for the Clorox brand by embodying the Clorox equity values (tradition, truth, trust and transformation) online.

Since the new site launched, time spent has increased 38 percent, the highest lift in over two years. Page views per visit jumped up 63 percent to almost 14 pages viewed, showing the depth of a user's visit has significantly increased. Daily registrations to the preference center (Clorox.com database) also have gone up 30 percent since the new site launched.

www.clorox.com