Willow / Barrel — CPG Commerce Agency

A New Customer Journey for the First Wireless, Hands-Free Breast Pump

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. Barrel collaborated with Willow through a website audit, platform consolidation, and redesign to improve e-commerce performance.

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Our Partners

Apps & integrations on this project.

Shopify 2.0 Migration & Website Framework

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.

6%↑

increase in Average Order Value (AOV)

A New Customer Journey and Streamlined Experience

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.

Reimagining Willow's Key Conversion Pages

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

Driving Site Traffic Through an Educational Content Hub

To drive traffic to the site, boost engagement, and credibility, we reimagined Willow's blog, 'The Feed'. This included making it easier to discover articles and driving purchases directly through the articles. The blog was also leveraged to feature Willow's experts, connecting users to the doctors and pediatricians behind Willow's award winning products.

Driving Conversion & AOV

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.