Bare Performance Nutrition [BPN] was founded in 2012 to offer high-quality supplements to athletes. The company has grown quickly and gained a loyal customer base since its inception.
By the start of 2021, this influx brought to light several key website optimization opportunities that the team could no longer ignore. BPN knew it was time to find an eCommerce partner.
Anatta was onboarded to the BPN team in Q3, 2021. Their first goal was to uncover easy wins. Anatta started by auditing BPN’s existing website and used their findings to implement changes that aligned with BPN’s larger vision: to get BPN’s site functioning at its absolute best.
BPN wasn’t looking for a complete web redesign. They wanted a partner who could distinguish what was working on their website from what wasn’t.
But BPN also learned where they could improve. While the BPN brand kept customers coming back to the site, the site experience itself fell below industry standards. The biggest opportunity for BPN was to bring their site experience to the same superior level consumers associated with their brand.
During every client engagement, Anatta uses the Baymard Institute’s research as the standard for site audits. It’s their jumping off point for implementing changes–both big and small.
As Anatta got to work, they looked for ways to increase site load speed, improve PDP pages, and make it easier for customers to shop for the items they care about. This meant optimizing BPN’s cart, improving site level navigation, and optimizing BPN’s online store for mobile shoppers.
But Anatta’s impact extended beyond their work. Trey and his marketing team had weekly calls with Anatta.
Through the audit, Anatta determined that long-time customers were the only ones familiar with BPN’s subscription offering. If Anatta could increase customer awareness of subscriptions, they could make it easy for regular customers to get the products they love—and bolster BPN’s recurring revenue.
BPN chose not to integrate an automatic subscription. The task was to simply make the offer clearer to anyone interested. Anatta integrated a loyalty program and helped refine BPN’s product quizzes, making it easier for people to learn about the products they need.
But for BPN, a brand that values education, integrity, and service, Anatta had changed how BPN now viewed agency-client collaboration.