A four thousand dollar robot, sold with a demo in your own pool
01 — The brief
Sell a premium robot to people who have been burned by cheap ones
Most New Zealand pool owners have already owned a suction cleaner that tangled, missed corners and ran the pump for hours. Asking them to spend up to $3,942 online is a big ask.
The iGarden K Series is cordless, cleans floors, walls and the waterline, and runs on battery rather than the pool pump. The differences between models come down to battery capacity and runtime, which is a hard thing to shop by if every model has its own page.
The brief was a store that makes the range easy to compare, proves the claims with content, and gives a hesitant buyer a lower risk step than a card payment.
One product, five batteries The K Series sits on a single product page with a battery capacity selector, from the 4 hour model to the 15 hour Pro, so a buyer compares runtime and price in one place instead of navigating five near identical pages.
By the numbers
A small range, fully supported
Feature
The demo is the conversion the site is built around. A booking form takes the address, the phone number, the product and a preferred date, and Pool Robots arranges either a local agent or a demo unit sent direct.
- Free in-pool demo booking, no obligation
- Battery capacity selector with live pricing
- Overview, specification and FAQ tabs on every product
- 30 day money back guarantee stated site wide
- Knowledge base written for New Zealand conditions
- Swim jets and energy saving drive sold alongside the robots
Content as the sales team
Twenty six articles answering the objection, not the keyword
Every article on the site maps to a reason someone has not bought yet.
Are cordless cleaners powerful enough, do robots reduce chemical use, what happens after a storm dumps silt in the pool, how do they handle fibreglass, and what a pool service actually costs against owning a robot.
The knowledge base is structured so each piece ends where the product decision starts, which is why the demo booking sits on those pages too.
02 — The process
How we got there
- 01
Positioning a new brand
iGarden was unknown in New Zealand, so the site had to establish the technology before it could sell a specific model.
- 02
Designing around the product
A dark, product led interface with motion, built so the robot and the swim jet are the first things a visitor understands.
- 03
Building the variant model
One product record with five battery options, live price switching, and specification and FAQ content per model.
- 04
Demo booking and guarantee
A demo request flow that captures address, product and date, plus a 30 day returns promise stated where the price is.
- 05
Publishing the knowledge base
Twenty six articles for New Zealand pool owners, each aimed at a specific hesitation rather than a general topic.
Lower the risk, not the price Rather than discounting a premium product, the site offers to put it in the customer's own pool. The form collects everything needed to arrange that, and the guarantee covers the buyer who orders without one.
03 — The outcome
A third site for the same client
Aqua Clear now runs a trade site, AquaSpa and Pool Robots, all built by Fuel.
The variant model keeps a five model range on one page, so the comparison happens on site instead of in a spreadsheet.
Demo requests arrive with the address and the product attached, which turns a cold enquiry into a scheduled visit.
Jason and the team at Fuel have delivered 4 quality websites for my businesses over the last few years. I wished I hadn't wasted so much time and money dealing with other companies before going to Fuel. My first 2 websites were done on BCS and when it came to to replace, Fuel was our only choice of vendor. We love the power of the new Oncord CMS and the design Fuel have come up with. Even better is google loves it to, saving on the adwords budget.Mike Brunt
Ready for a website like this?
Let's build the next one together
Design, build, content and search, handled by one Auckland team.
