Story of partnership
Founded in 2012 by entrepreneur turned YouTuber, Nick Bare, BPN has since built a loyal following over its 10+ year history. When the 2020 pandemic created a surge in site traffic, BPN knew it was time to partner with an eCommerce expert. During Q3 2021, BPN chose Anatta as that partner.
Anatta's optimization work for BPN has since increased total subscribers by nearly 90%.
At the beginning of 2023, BPN was featured in Inc. Magazine’s list of fastest-growing private companies in the Southwest.
- 2 product categories
- 4 product launches
- 1 BFCM
- Ranked #40 on Inc. Magazine’s 2023 list of fastest-growing private companies
- Nearly 90% increase in total subscribers
- 1 Redesign
- 7+ App & System Integrations
KPIs & Results
Anatta's optimization work for BPN has since increased total subscribers by nearly 90%.
Success in collaboration
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.
After seeing the work Anatta had done for companies like Roka, BPN felt Anatta was the partner they were looking for.
We would go to all these websites that we liked. We would inspect them. And then we would learn that Anatta had made them.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
It's funny. We wanted to work with Anatta two years before we actually started working with them. We had talked to so many people about Anatta's work and we thought:
man, one day, it would be great to work with Anatta.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
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.
BPN’s mission was to bring their existing website up to a new and better standard.
We used our experience working with other eCommerce sites to implement the things we know work, and eliminate the things we know don’t.
Our goal was to help BPN freshen up their website.
Sam Wade
Project Manager at Anatta
Through COVID, and the next two years, our business really grew. The growth was awesome, but it exposed some weaknesses in our website and our customer journey. Our site was doing the job, but it wasn't optimized. And it was actually starting to break a little since we had so many third-party applications.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
We had hired different teams and worked with different website agencies, but they weren't focused necessarily on eCommerce. They made the site look cool. The design was pretty. But it wasn't paired with functionality of the user experience.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
Through Anatta’s audits, BPN confirmed what they’d long suspected: customers trusted the BPN brand.
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.
For the last nine years, we've built this amazing brand off of trust. People really trust us and trust what we say. We have this really rare opportunity now to build with that trust this amazing eCommerce experience.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
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 these calls, BPN learned how to look at every aspect of their site with more clarity, and began paying attention to the little details that make all the difference.
Everything I look at on my website I take in with more precision: every step, every click, just from being on their call.
Anatta has given me so much knowledge. I’ve learned so much.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
With the immense trust BPN had built with its audience, there was a clear opportunity to improve subscriptions.
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.
One of our priorities was to get people to convert more consistently. BPN has a high return revenue (70ish%), so we also wanted to be very cognizant that we weren’t alienating those repeat buyers. Collectively, we think small changes combine into large impacts.
One of our priorities was to get people to convert more consistently.
Sam Wade
Project Manager at Anatta
BPN’s partnership with Anatta resulted in measurable growth for the brand, and a better online experience for its customers.
But for BPN, a brand that values education, integrity, and service, Anatta had changed how BPN now viewed agency-client collaboration.
Since January, including churn, we've managed to almost double our total subscription customers in 8-9 months.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
In terms of partners, it’s hard for me to associate Anatta with an agency. Anatta has been the best agency when it comes to feeling like they’re part of our team.
Our partnership has set a precedent for how I think about and vet agencies from now on.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
If you’re looking for just a web team to plug and play your designs, Anatta isn’t who you want to work with. There’s a reason Anatta is selective about who they work with. If you’re looking to make an investment into your customer experience online, you will be hard-pressed to find an agency that cares as much, and is really part of your team, like Anatta.
Trey Freeman
Chief Marketing Officer at Bare Performance Nutrition
