True Botanicals Boosts DTC Conversion Rates for a 57% YoY Bump
“Our work with Anatta was a pivotal moment in True Botanicals' growth story.”
Rebecca Boston Sobel
CMO, True Botanicals
Impact
+57% YoY Conversion Bump
True Botanicals' conversion rates jumped from 4.1% to 6.2%, effectively cutting customer acquisition costs in half.
Optimization at Scale
Anatta launched 200+ A/B tests, empowering True Botanicals to adapt their site experience to customer needs.
Future-Ready Foundation
The new flexible theme and codebase supported True Botanicals through 31 product launches plus the introduction of 10 product categories.
The Challenge
True Botanicals Outgrows its Startup Website
An innovator in the clean beauty space, True Botanicals found itself growing faster than its starter Shopify site could handle. The brand needed to overhaul its technology, update its site experience, and increase operational efficiency.
After vetting several agencies, True Botanicals partnered with Anatta for support.
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.
Tran Ngo
VP Digital & Growth, True Botanicals
The Solution
Anatta's Custom Shopify Theme
To kick off the project, Anatta conducted extensive discovery. Through the process, Anatta surfaced a three-part 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.
Scalable Integration Architecture. Create a stronger foundation for future development and integration with third-party apps and systems.
eCommerce Funnel Engineering. Infuse the site experience with user research to drive conversions and customer loyalty.
Key Features of the Re-Themed Shopify Store
Optimized Speed: The new codebase significantly improved load times, enhancing user experience and SEO performance.
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.
Revitalizing True Botanicals' Site and 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.
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 Results
A Conversion Rate That Halved Acquisition Costs
Conversion Rate Surge: True Botanicals saw their eCommerce conversion rate rise from 4.1% to 6.2%.
Optimized Customer Acquisition: The enhanced conversion rate cut 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.
A Foundation That Carried the Catalog: The new flexible theme supported 31 product launches and the introduction of 10 product categories, alongside 200+ A/B tests.
Looking Forward
The re-theme set the stage for what followed. True Botanicals solidified itself as a leader in clean beauty and was named one of Newsweek’s fastest-growing online shops, and 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
Facing a similar challenge? Get in touch with us—we can help.
