Story of partnership
Acknowledged as one of Newsweek’s fastest-growing online shops of 2022, True Botanicals began its partnership with Anatta in 2020.
Since then, True Botanicals has rolled out 31 product launches and 10 product categories, scored 3 consecutive BFCM wins, redesigned their website twice, successfully migrated platforms... and built 200+ needle-moving CRO tests. Following Anatta’s site redesign and optimization work, True Botancials’ conversion rate jumped from 4% to 6%. As a newly established, but clear industry leader in the Clean Beauty space, True Botanicals secured a Series B Investment from NextWorld Evergreen in March of 2023.
- 10 Product categories
- 31 Product launches
- 03 Black Friday Cyber Monday
- Secured Series B Investment
- Ranked fastest growing clean beauty brand
- 2 Site Redesigns
- 19 App & System Integrations
- 1 Rebrand
- 200+ Tests Launched
- 1 Replatform
Success in collaboration
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.
True Botanicals chose Anatta as their eCommerce partner in July 2020.
We ultimately chose Anatta because of their experience working with prominent direct-to-consumer brands like Rothy’s and Molekule. We wanted to work with an agency that knew Shopify inside and out, had great designs, worked with other prominent DTC brands, and also had a really good understanding of what it takes to create a website that drives conversions. And we just really liked the team. They're awesome people.
Tran Ngo
Senior Director of Integrated Marketing and E-commerce, True Botanicals
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.
To simplify recurring payments, Anatta also migrated True Botanicals from Recharge to Upscribe.
Anatta redefined the subscription experience for True Botanicals’ target market. On the product details pages, we made it easier for customers to select their ideal order frequency — and receive recommendations based on their unique need. The new subscription tool guides the customer to their portal within the account dashboard so that they can optimize their subscription or easily add one-time purchases. All of this has had a positive impact on True Botanicals’ average order value.
Emily Lykins
Project Manager at Anatta
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.
As a small but fast-growing direct-to-consumer brand, [Anatta’s engagement model] was great because True Botanicals could outsource our developers, the UX team, and a project manager. [Anatta is] an all-star, high-caliber group that truly felt like a part of the True Botanicals team. As our product roadmap changed, they were really flexible and helped us think through features to build on our website so that our marketers could have streamlined processes and work faster and nimbler.
“They were always coming up with ideas to help us improve our overall processes on the site or to improve our conversion rate.”
Tran Ngo
Senior Director of Integrated Marketing and E-commerce, True Botanicals
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.
We went through a website retheme and saw incredible growth in terms of our ecommerce conversion rate.
We went from 4% to 6%, which is insane in the eCommerce industry, which also helped improve our customer acquisition cost by almost half.
Tran Ngo
Senior Director of Integrated Marketing and E-commerce, True Botanicals
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.
True Botanicals isn’t a heavy promotional company. They don't throw out large percentage-off or dollar-off campaigns very often. But they are big on gifts with purchases (GWP). We've optimized their GWP experience for both one-time purchases and some of the big marketing campaigns in 2021.
Emily Lykins
Project Manager at Anatta
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.
I really love working with Anatta because they truly are business partners... from UX design, to branding, to our digital roadmap, they've been incredible partners as we go through so much transformation in our business.
Tran Ngo
Senior Director of Integrated Marketing and E-commerce, True Botanicals
