Project summary:
Hypergrow was enlisted by a well-known keto shake brand to organize and audit their customer analytics data to identify opportunities for website information re-organization and visual redesign. After the audit, they continued with Hypergrow to implement those changes via a website redesign on WordPress and Shopify. The goal of the redesign was to better connect the two sites – a blog with thousands of articles, recipes, and customer testimonials and the shop itself – under a comprehensive and unified brand experience for the customer. After the design and launch of this initiative, Hypergrow continued with the client and offered support for the next year as they hired an internal web development team. Over that time Hypergrow worked alongside the new internal team to transition the site to a headless React build on top of the two existing CMS systems.
Quick stats:
Hypergrow helped them:
- Perform a UX/CRO website audit and implement those changes into a redesign of both their Shopify and WordPress sites.
- Update 2.0: Went through both sites and converted them to headless React.
- Unify their brand experience across Shopify and WordPress to make both sites appear as different parts of the same site.
- Completely re-did their Google Analytics (their preferred platform) tracking to patch tracking gaps and align data with Shopify.
- Identify points of friction in their conversion funnel and optimize those areas.
- Identify opportunities to place information customers are searching for in front of them at key moments.
- Move their Shopify store from https://shop.ketochow.xyz to https://ketochow.xyz to prioritize sales and boost product-focused SEO.
- Speed up their WordPress site from 15s load time on mobile down to 650ms.
- Went through all Shopify and WordPress plugins to determine conflicts, redundancies, and feature/performance gaps. Then created plan to add/replace, consolidate, or eliminate plugins.
- Translated all WordPress content from Fusion Builder over to Elementor. Then to headless React in V2.
- Implemented Recharge and Rebundle for build-your-own bundles and product subscriptions for every product. This increased repeat orders by 30%.
- Implemented AI-powered product recommendation plugin for "you may also like" and shop category pages.
- Connected every recipe and blog post to their associated product and added quick-buy links for that product on each post.
- Went through dozens of blog category names and refined them into meaningful categories with SEO impact
- Restructured all recipe posts to be SEO and Pinterest/social media friendly.
Speed optimizations before & after (WordPress):
Select audit finding points:
Overview:
User journey restructuring:
Using heatmapping, user recordings, and interviews with the marketing and customer support teams Hypergrow learned what information the customers were actively searching for. Using this information, we recommended a navigation and user journey restructuring, some of which is below.
We suggested grouping the flavor options under their own dropdown entitled “Keto Chow” and having the Supplements and Mixing Bottled in their own categories but they didn’t have enough SKUs in the later categories to justify the split so we went with their preference to group the products together under an overarching “shop” category.
V2 Update: In V2 we went with defined, product-specific categories as their offering had expanded.
Enabling subscriptions and quick reordering:
Mobile-first and information prioritization:
The client had several popups, chat bubbles, moving promo banners and the like happening all at once when a customer would visit the site and none of it was mobile responsive. This was causing the mobile experience to be very hard to navigate for users. We decided on one mobile responsive top banner that automatically scrolls to the right to showcase all of their on-going promotions, and to use the hero/first section of the home page as a carousel for current promotions and announcements. We also did away with the promotional popup for a while, and when it was re-introduced months later it was set as an exit-intent popup that would hide itself for a few months for that user after the user had closed it.
This all impacted their mobile conversions significantly. After optimizing the entire site to be mobile-first, those conversions rose even higher.
We also reinvented their product page layout. Here was the initial recommendation in the audit, though through A/B testing we implemented those learnings into the final product as well.