We started getting a lot of third-party noise from others saying benchmarks for the category were X, or our Shopify rep would send us benchmarks for other brands in the space. We would also hear from our CEO who was interacting with brands that were saying their conversion rate was 2x to 3x higher than ours. That's when the alarm started to ring. Our conversion rate, according to all these third-party sources, was much lower, and we were leaving money on the table as a result.


But we were stuck. We were unable to do it on our own.

At that time, the job market was extremely tough, and hiring was extremely hard. But we had a huge backlog. The way that our Dev environment was set up, it wasn't really built to scale. On top of all of this, we literally had myself and one developer.

It just took our Dev team, unfortunately, a really long time to do things because they were also being distracted by all the other business units. So something that could take two to three weeks would take eight to twelve weeks to get done. And it just wasn't working fast

When we started looking for an outsourced partner, it was a laborious process that we went through. Interviewing potential partners, getting proposals, and then meeting them. And what we found in that process was that Anatta was the most thoughtful. Anatta had a team that just cared the most when we interacted with them. And Anatta’s approach was really unique in that it allowed us to augment and extend our team, versus replace the team.

With Anatta, it was like having an extension of our team.

When we started speaking with the Anatta team, you could tell they really took their dev process seriously. And we knew that whatever we were going to build with Anatta was something that would be built to last, and not something that was just another band-aid.

After every interaction we had with Anatta, we would walk away really impressed, and feeling really excited, inspired, and confident in the capabilities of the Anatta team. Whereas with other agencies, we would walk away like, ‘Wow, that was not great.’ Every interaction we had left us feeling like, ‘Do they even want our business?’


It just didn't seem like the other agencies cared.

When we started this interaction with Anatta, we had outsourced a lot of the site's rebrand. But the team we had would haphazardly upgrade the site. And so there were a lot of little errors. The site just had a lot of sticky points and things.

When we first onboarded Aventon, they were using the default Shopify theme structure with mostly static websites that needed deployments every day or two. The code structure was not scalable or maintainable.

We weren't reusing code. We weren't doing anything component-based. Everything that we were building had to be built from scratch. We didn't have a CMS implementation setup. We didn't even have Vue set up in our stack. So one thing that really won me over with Anatta’s team, was that we knew where we needed to go, and those were the things Anatta came to the table with.


It was just like, ‘Yep, we’re on the same page.'

When Anatta came to us with a plan, it was thoughtful, and it considered our needs and our pain points. They really listened to what we were struggling with, and the solution they came back with was a solution that was very specific and clear to those needs.

We put a lot of attention to detail in our PDPs. And what Anatta allowed us to do, is take that PDP and put it into Prismic. So now, when we’re launching new products, it only takes us 20 minutes, at least from the development standpoint, whereas previously, it would take us about the week prior leading up to the product launch, and then the night of it would take us two to three hours. And the whole entire Dev team would be up. We'd be having to re-push code because we found a bug and we didn't have a way to preview it. It just wasn't a good process.

In our approach, we always understand that our partners know more about their brand and their users. So, we reflect their brand knowledge and identity throughout the process of building our features and redesigns—and then infuse those iterations with what we know works for eCommerce.

Anatta knows what's best in the sense of best practices and, overall, what should be done. And I think the hard part can be working with a company that has its ways of doing things. Typically, a traditional agency would just be like, ‘Oh, yeah, I see what you're saying. Let's just do it that way.’ But what I appreciated from Anatta is the way that they would kind of push back and be like, ‘No, you know, you guys should really do it like this. This is coming from our experience in the space and what we've done in the past.’


Anatta doesn’t necessarily just put their foot down but works with us to get us on the same page about what they're thinking. And in my opinion, that's what we needed. Sometimes being stuck in our own ways is harmful.

The site functions way better now in terms of the customer and consumer experience. And prior to that, there were just constant issues. There was always something broken. There were pages that were not updated and pages that were, so there was no cohesion in the design. The site just didn't feel like it was a proper representation of who we are as a brand and where we are today.



Now, I'm actually proud of the site and what the consumer gets to experience.

Anatta is truly a professional web agency that's all-encompassing. They can do everything from user experience to A/B testing, to getting your site functional, to really taking your site to that next level.



Anatta will take your website essentially from any stage to that next top level.

Before, I felt like I was in the weeds on a day-to-day basis just because our team was so strapped. I would literally stay up until midnight. Midnight almost every night, working with our other developers on some of this stuff. By doing automation with Anatta’s help, it allowed me to take a step back and let the marketing team do what they do, which is be creative and come up with ideas, and allowed our dev team to focus on what they do well, which is creating new tools and better features.

I've often said it to our team… We needed Anatta. We couldn't have gotten to where we are now without Anatta. And to be clear, that is a fact.

It's never easy to integrate an entirely new team and have it be seamless and perfect. But with Anatta, at every stage where there were sticky points, rather than getting frustrated and disconnecting like I know agencies tend to do when the client is difficult — Anatta does the opposite.


Anatta has actually been more supportive when things got tougher. And I think that starts from the top down—that's a representation of Nirav as a person, and the team that he's built.