True Botanicals Boosts Conversion 57% YoY with a Retheme

“Anatta didn't just build us a website – they created a digital flagship store that helped transform our business.”

Rebecca Boston Sobel

CMO, True Botanicals

Impact

57% Conversion Bump

True Botanicals saw their eCommerce conversion rate skyrocket from 4.1% to 6.2%.

~50% Lower CAC

The enhanced conversion rate slashed customer acquisition costs by almost half.

200+ A/B Tests

Anatta launched 200+ A/B tests post re-theme launch, empowering True Botanicals to adapt their site experience to customer needs.

Industry

Personal & Beauty

Before Anatta Partnership

Limited development flexibility
Unscalable tech stack
Dated eCommerce experience

After Anatta Partnership

Streamlined, efficient codebase
Conversion rate increased from 4.1% to 6.2%
Customer acquisition costs reduced ~50%
Successfully launched 31 products across 10 categories
Scalable foundation supporting continuous optimization
200+ successful A/B tests

Technology Stack

Shopify
Optimizely
Rebuy
Gorgias
Klaviyo

Milestones

Immediate Growth

Following Anatta’s re-theme and optimization work, True Botanicals saw conversion rates jump from 4.1% to 6.2%—an increase that significantly outperformed industry standards.

3-Month Theme Development

Anatta completed the full re-theme project in just 3 months. The rapid implementation enabled True Botanicals to harness and compound GTM momentum.

Optimization at Scale

Anatta launched 200+ A/B tests post re-theme launch. Insights from A/B testing empowered True Botanicals to adapt their site experience to customer needs.

Customer Acquisition Efficiency

The enhanced site performance and user experience led to a nearly 50% reduction in customer acquisition costs, dramatically improving True Botanicals' marketing ROI.

Future-Ready Foundation

The new flexible theme and codebase supported True Botanicals through 31 product launches plus the introduction of 10 new product categories.

The Challenge

True Botanicals Outgrows its Startup Infrastructure

True Botanicals found itself growing faster than its Shopify site could handle. Unable to take full advantage of its success, True Botanicals knew it needed a technology partner capable of delivering performant solutions quickly. Seeking a robust technology overhaul, updated site experience, and more agile operability, True Botanicals began searching for an agency with a proven track record in direct-to-consumer (DTC) solutions.

After vetting several agencies, True Botanicals partnered with Anatta. True Botanicals chose Anatta based on Anatta’s experience working with brands like Rothy’s and AG1 in the Shopify ecosystem.

“We ultimately chose Anatta because of their experience working with prominent direct-to-consumer brands like Rothy’s. We wanted to work with an agency that knew Shopify inside and out, had great designs, 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, VP Digital & Growth, True Botanicals

The Solution

Anatta’s Custom Performance Architecture for Shopify Themes

To kick off the project, Anatta conducted extensive discovery. During the discovery process, Anatta uncovered several key initiatives and quickly developed a comprehensive strategy to solve True Botanicals’ needs:

Performant Re-Theme

Build a new, high-performance codebase for improved speed and scalability pulling from Anatta’s custom Performance Architecture developed within Shopify themes.

Integration Architecture

Create a stronger foundation for future development and integration with third-party apps and systems.

Optimized Site Experience

Enhance the overall site experience with in-depth user research to drive conversions and customer loyalty.

Implementation Process

Anatta assembled a dedicated team consisting of a designer, a front-end developer, and a back-end developer for the implementation. The re-theme process involved:

When the new theme went live, the launch marked a significant milestone in True Botanicals' digital transformation. And, with a strong foundation in place, Anatta turned its focus to optimizing the website’s customer experience.

Revitalizing True Botanicals' Site & Subscription Experience

Following the re-theme launch, Anatta implemented strategic optimizations to elevate True Botanicals' digital presence. The team reimagined the site's navigation architecture with an intuitive header design, making product discovery seamless for customers.

The enhanced subscription experience centered on an upgraded account portal. The new portal featured smart order frequency recommendations and enabled users to make one-time purchases directly in the portal or on product detail pages.

Anatta further enhanced the cart experience with sophisticated upsell features and a streamlined gifts-with-purchase program, aligning with True Botanicals' premium, low-discount approach to promotions.

True Botanicals upgraded subscription account portal

Key Features of True Botanicals’ Re-Themed Shopify Store

Optimized Speed

The new codebase significantly improved load times, enhancing user experience and SEO performance.

Animated demo of True Botanicals' optimized site speed

Improved Navigation

A reimagined navigation design made it easier for customers to find products, clarifying the site structure through new header navigation.

Enhanced Product Pages

Product detail pages were optimized to guide customers in selecting ideal order frequencies and receiving personalized recommendations.

Streamlined Subscription Experience

The re-theme incorporated an improved subscription tool, making it easier for customers to manage their orders and add one-time purchases.

Optimized Cart

The cart was redesigned to facilitate upsells, improving average order value.

The Results

Results and Impact: Unlocking True Botanicals' Digital Potential

“We went through a website re-theme and saw incredible growth in terms of our eCommerce conversion rate. We went from 4.1% to 6.2%, which is insane in the eCommerce industry, which also helped improve our customer acquisition cost by almost half.” — Tran Ngo, VP Digital & Growth, True Botanicals

The re-theme project yielded impressive results:

Conversion Rate Surge:

True Botanicals saw their eCommerce conversion rate skyrocket from 4.1% to 6.2%.

Optimized Customer Acquisition:

The enhanced conversion rate slashed customer acquisition costs by almost half.

Elevated Average Order Value:

The optimized cart and improved subscription experience contributed to a significant increase in average order value.

Amplified Revenue per Customer:

The combination of higher conversion rates and increased average order value led to a notable boost in revenue per customer.

Long-term Benefits: Scaling for Sustainable Success

The successful re-theme project transformed True Botanicals' digital presence, setting the stage for unprecedented growth. True Botanicals' quickly became a leader in the clean beauty industry and was named one of Newsweek's fastest-growing online shops. A series B investment from NextWorld Evergreen followed shortly after.

“We worked with Anatta on True Botanicals to overhaul the entire website with a complete redesign, and it's now truly best-in-class, stronger, faster, and far more performant. The team at Anatta is wonderful to work with and they're truly experts at what they do.” — Sandy Saputo, CEO, True Botanicals

Anatta didn't just build us a website – they created a digital flagship store that helped transform our business. Their stunning design elevated our brand presence while delivering the seamless shopping experience our customers deserve. Our work with Anatta was a pivotal moment in True Botanical’s growth story.