Sunsweet E-Commerce Website
Sunsweet is the world's largest and most famous brand of dried tree fruits including prunes, apricots, mangos, and more. Since 1917 the cooperative has grown to represent nearly 200 grower-members with orchards throughout California – accounting for more than 25% of prune production around the world.
While Sunsweet’s products are highly desirable, the same could not be said for their outdated website, which was uninspiring, difficult to navigate and frustrating to shop. They strongly needed a modern, dynamic online presence to help them share their unique story, better connect with health-conscious customers, and “sell without being salesy.”
Getting Things Growing
Sunsweet caters to a variety of online audiences including healthy snackers, older individuals with digestive needs, recipe seekers, and gift givers.
Our user experience teams considered their unique interests when developing the new website’s content and navigational structure.
To meet the needs of all audiences, we simplified the top navigation and made Sunsweet’s products the priority, followed by recipes, prune health benefits, and their story.
While many people visit the website for more than just shopping, our goal was increasing online sales while providing helpful information along the way.
To further encourage visitors to shop via the new website, a discount coupon is now prominently displayed above the logo and visible on all pages. A shopping cart icon is also featured at the top right of the navigation bar to allow purchases across the website.
It Starts With Search
Home Sweet Home
Many people discover the Sunsweet website when searching for recipes online. To capitalize on this organic search opportunity, a “Feel Good Recipes” module was created to showcase breakfast, dinner and dessert recipes using Sunsweet products.
Each recipe includes attractive photography to increase engagement. Once a recipe is selected, visitors receive a list of ingredients, instructions and nutritional facts. The specific Sunsweet products used in each recipe are also displayed and can be added to an online shopping cart with one click. Now visitors can find exactly what they need and then easily checkout.
Sunsweet has a variety of helpful resources that have been developed by their nutritionists and registered dietitians. On their old website most of this information was only available in PDF form.
We proposed creating new content blocks to present this information within a dedicated resource section. This has made the content much more approachable for visitors and helps their organic search results since it's now discoverable by search engines (unlike PDFs).
Video assets from Sunsweet’s YouTube channel are also included with this section, bringing a powerful interactive element to the website. Sunsweet’s fans and followers can hear directly from registered dietitians, nutrition experts and even best-selling authors.