At the start of 2019, Caldera + Lab was primed to build upon the success of their debut product, The Good.
As a DTC brand, they wanted to scale through the development of a repeatable purchase funnel—while also improving their digital presence to match the allure and performance of their premier product.
Conversion rates and average order value mattered to Caldera + Lab, but their primary goal was to use Anatta’s expertise to collect data, test small tweaks, and take their digital presence up a notch. Anatta was tasked with bringing their website to a new baseline from which Caldera + Lab could successfully launch future products.
Anatta deployed one digital team—a UX expert, UI expert, a QA and PM—to optimize existing landing pages and launch into new markets. They implemented light heuristics to bring the site to a new baseline, improving the standard conversion rate by 13%. The average order value increased by 5%.
Anatta continued to build out core pages on the Caldera + Lab website. They implemented several key landing pages, including around key holiday promotions. All marketing launches were executed per scope and on time, resulting in 22% rev growth, a 64% conversion rate increase, and a 3% increase to the average order value.
Caldera + Lab and Anatta kicked off 2020 with high aspirations: in addition to building more landing pages across the website and creating a skin quiz, Anatta was tasked with implementing a loyalty program—something rare in the men's skincare industry.
The ability for Caldera + Lab to quickly scale their team made it possible for them to get even more done. With the new improvements and additions, Caldera + Lab saw a 15% lift in their average order value. As a result of the loyalty program, their returning customer rate increased by 51%.
Optimization and landing page creation continued through the second quarter. Caldera + Lab saw revenue increase by 93%, conversion rates increase by 2%, and the average order value increase by 0.6%.
Anatta continued their optimizations into the next quarter. They also began adding new functionality to the website, including implementing Forgot Password functionality for an improved user experience. Anatta helped Caldera + Lab achieve CCPA compliance.
The continued improvements helped revenue rise by another 17%. Meanwhile, the number of returning customers jumped by 45%, with the average order value and conversion rates up 4% and 1.37%, respectively
By the end of 2020, Anatta launched new holiday landing pages and campaigns, added new features for upselling, Esthetician Booking, and gifting. They helped Caldera + Lab expand into two new regions: The UK and Canada.
with a 59% increase in returning customers, a 16% increase in average order value, and a 6% conversion rate increase.
Caldera + Lab and Anatta will maintain their partnership into 2021, with big projects on the horizon. Caldera + Lab plans to keep expanding their green product line, with a continued focus on simplifying the user experience, boosting revenue, and exceeding the high standards Caldera + Lab customers have for the website and product.