Discover how Anatta rocketed buybuy Baby back into eCommerce within 90 days. Explore the Case Study.
Story of partnership
Through their now 7-year partnership, Athletic Greens is renowned in eCommerce circles for its storefront’s incredibly high-speed achieved via Anatta’s PWA build, its unique landing page experiences... And its sweeping success not only as a health and wellness brand—but in DTC overall.
“Athletic Greens was continuing to grow and we were starting to scale the team,”explained Adam Trouncer, advisor and former CEO at Athletic Greens. Part of that expansion meant finding the right talent to take ownership of their tech stack. “We were looking for a technology partner or an agency for health and nutrition brands that could help us through that growth.”
Athletic Greens chose to work with Anatta at the end of 2018. Anatta was immediately tasked with designing a website that converted and met Athletic Greens’ branding and design needs.
Athletic Greens employed a three-person Anatta team: Two UI resources and a part-time project manager. In their first quarter together, Anatta began to migrate Athletic Greens to a progressive web app, while creating a headless CMS for all web pages.
The results were instant. Site load times dropped to below two seconds. Athletic Greens saw a 50% increase to time-on-site. The new CMS provided them with a single system for managing all their content. Athletic Greens used the flexibility of working with Anatta to replace one UI resource for a UX resource.
Following the PWA launch, Anatta completed several projects in rapid succession. They upgraded the USA + EU customer portals by migrating Athletic Greens to Recharge, a tool for managing subscriptions. Anatta redesigned several key web pages and added a part-time QA resource to the team.
In the final quarter of 2019, as part of the Athletic Greens rebrand, Anatta redesigned the AG’s home page, assisted the international expansion in Italy, created several landing pages, and performed debugging.
Athletic Greens brought their part-time UI architect in a full-time capacity and added a second UI resource at the beginning of 2020. By the second quarter, they had four full-time and two part-time Anatta resources working on their tech stack.
Anatta migrated Athletic Greens from Recharge to Upscribe to improve membership subscriptions. They also used the first two quarters to make several important updates to the website: Minicart updates, blog improvements, and optimization on certain landing pages.
All in all, Athletic Greens experienced better infrastructure stability and a significant increase in international memberships. Anatta helped their team achieve full ADA compliance.
Athletic Greens added another UI resource in Q3. The Anatta team focused on optimizing website speed and conversion rates, and achieved site load speeds under 1 second and improved conversion rates.