Discover how Anatta rocketed buybuy Baby back into eCommerce within 90 days. Explore the Case Study.
Story of partnership
Before partnering with Anatta in Q2 2022, the Nootropics brand, Thesis, was struggling to maintain their headless site. Thesis was also having trouble raising CVR after an underwhelming rebrand and re-design. Thesis turned to Anatta to migrate to Shopify Plus, scale their product quiz, create a Build Your Own Box feature, and optimize their subscription model.
Since Anatta and Thesis began their partnership, Thesis's conversion rate has risen by 69%. In May 2023, Thesis closed a Series A funding round of $8.4 million. Investors included Unilever Ventures, Redo Ventures, Alive VC, Break Trail, NBA superstar Kevin Love, and model Kate Bock.
Since 2017, Thesis has positioned itself as an innovative Nootropics brand — offering personalized formulas to support a wide variety of lifestyle needs.
Prior to partnering with Anatta, Thesis had moved to a headless storefront that would complement their Product Quiz funnel. Thesis’s Product Quiz acts as a unique product discovery experience for customers. A headless site was meant to scale the product quiz and make it a staple of the brand's UX.
And the parts of the business Thesis wanted to focus on weren’t able to move forward. Like optimizing their Product Quiz and taking on a new site design to match a recent re-branding.
After meeting with Nirav and the Anatta team, Thesis was convinced that a Shopify Plus site would be easier to manage. A Shopify Plus store would also empower Thesis to re-prioritize its intended roadmap. Anatta was onboarded as Thesis's DTC partner shortly after.
For the replatform, Thesis partnered with a Project Manager, UI Developers, Quality Assurance, and an Applications Engineer from Anatta.
Anatta’s team kicked off the first sprint by assessing Thesis’s site needs. Anatta then began compiling critical store data. Anatta’s goal was to ensure as smooth a migration as possible. That way, Thesis customers wouldn’t encounter a single gap in brand experience.
Anatta’s key priority in the migration was setting up the Thesis site for scalability and future growth. Custom features, like the Thesis product quiz, needed the ability to scale seamlessly as the brand continued to attract more customers.
Reaching the end of Q2, Anatta prepared to launch the new Thesis site on Shopify Plus. Anatta also dedicated considerable time to ensuring the Thesis product quiz would remain intact. And that conversions did as well.
With both teams energized from Thesis’s migration to Shopify Plus, entering Q3, Anatta began developing a fully custom Build Your Own Box feature. The BYOB feature aimed to boost the personalization of Thesis products for new and returning customers.
Following the BYOB build, Anatta and Thesis kicked off Q4 2022 with a full site redesign. Both Anatta and Thesis wanted to create a stronger unity between the existing Thesis site and their latest re-branding.
The goal of Anatta’s reskins was to confirm the projected KPI increases from a new page's design without impacting customer engagement or conversions. Anatta also launched A/B tests for each newly designed page to make sure customers were engaging with the updates.
Through the rest of 2023, Anatta plans to reimagine Thesis’s customer portal. The changes will allow customers to customize their subscription plan. And track ongoing experiences with Thesis blends in a personal journal. Anatta has also launched more than 18+ CRO tests that are projected to meaningfully increase Thesis's annual revenue.