- Genesis Framework
- Research and Strategy
- Visual Design
About The Client
Evolution Swim Academy is a progressive swim school based in Orange County, CA. It was founded by Felipe Delgado, a two-time Olympian from Ecuador, and features a variety of programs for kids of all ages, from babies to high school kids and beyond. ESA also runs a competitive swim team, and operates Evolution Sports Camps.
We started working with Felipe back in early 2008, when he operated under the name AquaTen Swim School. This is the third site we have designed and developed for Evolution Swim Academy, and is attributed to the amazing growth of the school over the past five years. ESA has begun licensing its curriculum, so this new site is one of three sites we are building for Evolution in order to align its offerings under a single brand.
The site includes a fully custom child theme for the Genesis framework for WordPress. It includes extensive customization on the back end, allowing ESA to easily add new programs and locations as they continue to grow. The project also included a complex, multi-page electronic registration form, which has completely replaced the traditional handwritten form. The registration system now captures and stores the registration data, which can be exported to Excel. The new electronic format has proven to reduce the number of customers who call in with questions, saving countless hours of staff time. It has also significantly reduced the number of entry errors as compared to the former handwritten forms. The registration form is also integrated with iContact, and encourages registrants to subscribe to ESA’s mailing list. The electronic registration process has also significantly increased traffic on the site.
The new site presents a fresh workflow designed to increase visitor conversion rates. The information presented on the home page clearly communicates the various programs offered by the school using a slideshow format, and also features promotional videos featuring the primary programs. Visitors are easily able to browse each program without needing to visit multiple pages – but are invited to click through for more information once they find what they are looking for. The reduction in the number of clicks is designed to help visitors find what they want faster and leads them to complete the free registration process, or subscribe to the mailing list. There is consistent branding of the programs that is carried throughout the site, which further streamlines information and increases recognition of the various offerings.