Customizing your experience and your room
FrogTape® is a beloved painter’s tape brand trusted by pro painters, DIYers, and industrial painters. It’s well known and respected as a premium option on the market, and the FrogTape team wanted this to come through on the website in the brand expression, wide range of content available, and demonstration of how well they know and support these three audiences.
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Strategy, UX, Design, Development, and Analytics: Visual brand extension, Website redesign, Front-end development, CMS: Craft, GA4, SEO
"I see us as being that hub for everything. Come, learn more about us, get inspired, see why we’re one of the leaders in the marketplace."
FrogTape’s reputation for clean paint lines, minimal cleanup, and getting things right the first time can appeal to everyone looking for painter’s tape. But to help support people who have a specific skill level or task to complete, the site had to shift to meet people where they are. The site also had to convince people that since tape is an inexpensive supply in any painting project, spending a few extra dollars is a very cost-effective way to get the best possible results (that you don’t need to fix later!).
We worked with the team to create an audience segmentation strategy to give casual browsers general content and self-selected audiences the content that suits them best. For instance, tips, ideas, and selling points for professionals vs. DIY painters will overlap somewhat, but the content is more valuable, and FrogTape seems more expert, when it’s tailored to each audience.
FrogTape sales happen in brick-and-mortar stores, so the site has to show visitors which products suit them, send them to a retailer that carries them, and answer bigger questions along the way (how to use the product and why it beats the competition). Our work together on the site focused on helping people find the right product quickly and answer those questions. The catalog of tapes available had to be designed to make it easy to tell what was best for each type of use. We introduced filters and meaningful comparisons throughout the experience to make finding the right tape simple.
