An industry innovator, Willow created the first wireless, hands-free wearable breast pump in 2018, making it discreet and convenient for nursing mothers to pump on the go. Their latest pump integrates the Willow companion app, which provides tools for tracking pump sessions, milk volume, and other data to monitor the breastfeeding journey. 

In 2023, Willow noticed declining AOVs and conversion rate on their website and engaged Barrel to conduct a full website audit to identify opportunities to enhance customer experience, increase conversions, and drive revenue.

Following the audit, Willow engaged Barrel for a website redesign to implement the findings from the website strategy and audit. Barrel’s proposed strategy focuses on educating the user about Willow’s hero product – the pump – to create a clear pathway for new users to find and purchase the product seamlessly. 

We redesigned the conversion-focused pages and sections of the website to improve the website’s performance, including conversion rates and AOV. Key conversion pages now highlight the innovation and wearability of the Willow Pump for new users and make it easier for returning customers to find the right accessories. 

To build authority in the wireless pump space, custom graphics on the homepage and product pages promote the Willow companion app – a central component of the pump – and the product’s personalized technology. User-generated content highlights Willow’s community and is leveraged to further support the brand’s credibility and premium positioning.

To streamline the back end of their website and improve the user experience in the front end, we consolidated their website on Shopify Plus, which improved overall performance and speed. This included a comprehensive audit and recommendations of their app ecosystem. 

To drive conversion and increase AOV, we added personalized upsells and cross-sells in the cart, powered by Rebuy. To get customers to checkout faster, we incorporated quick pay options and information about how they can pay later through Affirm.