HOW WE INCREASED A SUPPLEMENT BRAND’S CONVERSION RATE
BY 67.22%
WITHOUT RUNNING A CRAZY OFFER OR SITE WIDE SALE
RESULTS
62.77%
Increase in Store Conversion Rate
65.39%
Increase in Total Store Revenue
215.68%
Increase in Orders Placed
CLIENT OVERVIEW
A leader in anti-aging supplements, Genex Formulas exploded in growth via Amazon in early 2022. Their customer base consists of adults aged 55+ seeking science-backed solutions to aging and health.
CHALLENGE
In January of 2023, Genex Formulas’ best-selling product was removed from Amazon due to updated regulations. Transitioning to selling through Shopify required a full evaluation and upgrade of Genex’s Shopify site to maintain their record-breaking revenue numbers from 2022.
OUR PROCESS
PHASE 1: INITIAL OPTIMIZATIONS
In January of 2023, Genex Formulas’ best-selling product was removed from Amazon due to updated regulations. Transitioning to selling through Shopify required a full evaluation and upgrade of Genex’s Shopify site to maintain their record-breaking revenue numbers from 2022.
PHASE 2: WORKING RIGHT TO LEFT
Just as we got into the swing of things, Google began blocking all ads sending to Genex’s website. To ensure that our CRO changes weren’t affecting Google’s approval process, we paused all CRO updates for 60 days. After determining that our changes were not impacting Google, we began optimizing again, focusing on a right to left strategy. This meant detailed analysis of customer behavior following adds to cart and within the checkout process. We transitioned the cart into a drawer rather than a popup, removed distractions and unnecessary check boxes in the cart, and changed the primary CTA color so it was the most visible element within the cart.
PHASE 3: THEME TRANSFER
As we evaluated customer behavior and the purchase journey, we determined that the store’s outdated theme was a significant cause of frustration for customers. So we decided it was time to transition Genex to a more user friendly and modern storefront. We used all the data we had collected to rebuild Genex’s store on the Dawn Theme, without drastically changing branding or visuals, or the general customer experience. This transition included updates to collections pages, further changes to the cart and checkout process, adjusting calls to action, and improving navigation.
PHASE 4: PREPARING FOR BF/CM
With Black Friday on the horizon, we set our sites on improving UX/UI and conversions as much as possible before the biggest sale of the year. We updated search and discovery recommendations based on most-popular search terms, introduced a subscribe and save option for returning customers, activated one-page checkout and developed a blog with posts based on top-performing emails to increase SEO and build brand trust.
PRE BF/CM RESULTS
Between October 1st and November 22nd...
16.01%
Increase in CR
25.26%
Increase in Revenue
PHASE 5: DURING AND AFTER BF/CM
With everything related to the customer journey in place, we set up our attention bar, collection heroes, and new website banner for our Black Friday/Cyber Monday sales. We kept the general layout of the website exactly the same, made sure it was easy for customer to view and understand the sale, and clarified any limitations on discount amounts and items. When Black Friday/Cyber Monday was over, we evaluated user behavior and interactions during the sale to iron out any final UX/UI issues, determine what (if anything) caused additional friction, and applied necessary changes based on that information.
COMPARING BFCM 2023 TO BFCM 2022
BF/CM 2023
$61,843.02
More Revenue
8.59%
Higher conversion rate
PERCENT CHANGE
463.51%
Increase in sales
170.77%
Increase in CR
AND THE AVERAGE CONVERSION RATE FOR BF/CM 2023 WAS 13.62%
RESULTS
BEFORE Samar Digital LLC January - October 2022
4,917
Total Orders Placed
$1,471,320.68
Total Revenue
4.21%
Conversion Rate
WITH Samar Digital LLC December 2022 - March 2023
15,522
Total Orders Placed
215.68% increase
$2,443,483.23
Total Revenue
65.39% increase
7.04%
Conversion Rate