As a fast-growing direct-to-consumer brand, True Botanicals wanted to partner with a product team that could help elevate their user experience, reduce costs significantly, speed up the website load times, and help scale their business.
The first few weeks were spent onboarding. Anatta audited the True Botanicals website and became acquainted with their code base. From there, Anatta began updating the website using UX heuristic recommendations.
By October, Anatta and True Botanicals decided to undertake a retheme. Anatta built out a whole new codebase for speed optimizations, to build a stronger foundation for future development, and to improve the overall user experience of the site. The new theme went live in January 2021.
Following the retheme, Anatta continued optimizing the new website. From Q4 2020 to Q1 2021, numbers improved almost across the board. True Botanicals’ conversion rates, average order value, and revenue per customer all increased. Meanwhile, bounce rates on the home page dropped.
Anatta reimagined True Botanicals’ navigation architecture. The goal was to make it easier for customers to find what they were looking for, which meant clarifying the site structure through a new header navigation. In addition, Anatta optimized True Botanicals’ cart for upsells — and improved features for giving subscribers new gifts to improve retention.
At the beginning of Q2, Anatta updated the subscription verbiage, rebranding and modernizing some of the ways True Botanicals talks about memberships. Since, Anatta has doubled down on site speed and core web vitals optimization, with an eye toward improving True Botanicals’ SEO.