The Challenge
Children of London had a powerful concept but their digital presence wasn’t capturing it. A premium creative experience for families needed a digital funnel that captured the right people and inspired them to get in touch.
Key issues included:
Outdated website failing to reflect the premium, story-driven nature of the project
Long, complex application form creating friction for busy parents
Poor mobile performance limiting results from Social traffic
No clear journey from inspiration → application → confirmed booking
The Approach
Translating Emotion Into Digital Experience
We worked closely with the client to define the core positioning “A fairy-tale experience to treasure forever.” From there, we built a site that mirrors the feeling of the final product with it’s beautiful photograpy:
Full-bleed imagery
Minimal, elegant typography
Smooth, immersive scrolling
Designing for Conversion (Not Just Aesthetics)
We simplified the application journey to remove friction and provide a smoother path from interest to commitment:
Replaced long forms with progressive, step-by-step inputs
Introduced clearer calls to action
Integrated booking and payment flow for instant confirmation
Performance Optimisation for Social Traffic
With traffic driven heavily from Instagram and Facebook ads, mobile performance was critical.
The average sale value of orders through Meta was also less than the clients other channels and it was a key priority to increase this as the campaign went on.
We implemented rolling improvement and a/b tests across photography, messaging and landing pages. Our advertising campaign incrementally improved over time, as we introduced additional audiences and refined our ads and targetting to capture and retain the highest-value customers.
