Last month, Kooba announced our new partnership with WaterWipes, the world’s purest wipes for sensitive skin. Today, we’re showcasing some of the work already delivered across their global website suite, and sharing how our phased approach is laying the groundwork for continuous, performance-driven improvement.
A considered refresh
Over the past three months, we’ve delivered a series of targeted updates to the WaterWipes website. One of the first milestones was the redesign of the Skin Care Hub. This central content destination has seen over 500,000 impressions, offering greater clarity and structure, and helping position WaterWipes as a trusted voice in skincare.
This hub also served as a functional prototype for what was next. Its dynamic, responsive interface established a design pattern that could be extended across the broader website ecosystem. Since then, we’ve delivered new product pages and, most recently, a high-impact homepage featuring interactive elements, including animated wipes in the footer (they’re not just for show - try moving them).
A phased approach with purpose
Rather than aiming for a single, sweeping, large-scale site launch across all 18 of WaterWipes’ markets, we’re taking a more deliberate route. This step-by-step strategy preserves existing conversion pathways in the short term and provides a stable user experience as improvements roll out. The goal was to build from the ground up, but in a way that respects what’s already working and keeps performance steady throughout.
Learning through iteration
By releasing updates incrementally, we can observe how users engage with new layouts, copy, and design elements. These insights allow us to make evidence-based decisions for each subsequent phase. Every update is informed by real user behaviour, not assumptions.
The result is a more agile, effective build process that rewards what resonates and refines what doesn’t.
Maximising conversions in the long run
Incremental change may seem cautious, but in practice, it’s a powerful tool for sustained growth. This approach allows us to move quickly, protect performance, and use data to guide every next step. Thanks to these changes, the WaterWipes site has seen substantial increases in organic performance, as well as improved ranking across both conventional and AI-powered search platforms.
For WaterWipes, that means rapid improvements backed by real results. For Kooba, it’s a proven model for building smarter digital experiences that scale.
We’re only getting started with WaterWipes, so keep an eye out for more updates on their site, we can’t wait to share them!
