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34% conversion rate increase, 4 unconventional tips

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Pollen Brands recently redesigned the Shopify e-commerce website of natural skincare brand, Osmia, which contributed to a more than 34% increase in conversion rate. We've outlined 4 unconventional tips about how we did it, that you won't see in typical optimization articles.

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34% conversion rate increase, 4 unconventional tips

  1. 1. 34% CONVERSION RATE INCREASE 4 UNCONVENTIONAL TIPS ABOUT HOW WE DID IT
  2. 2. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 2 | Pollen Brands | pollenbrands.com INCREASING A CONVERSION RATE A ton of considerations go into substantially increasing a conversion rate on an e-commerce site. We’ve distilled our process down to 4 key takeaways for digital brand retailers, especially purposeful brands like our clients. We will try to avoid the obvious, like where to place your cart button, and stick to the insights that you may not find elsewhere.
  3. 3. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 3 | Pollen Brands | pollenbrands.com 3 REASONS TO REDESIGN • Brand evolution • Modernization • Conversions
  4. 4. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 4 | Pollen Brands | pollenbrands.com OPTIMIZED OSMIA ORGANICS WEBSITE • Developed greater clarity around its brand direction, product strategy, and marketing. • The internet had continued to evolve at a breakneck speed. • Create a more optimized site that would promote the Osmia purpose more effectively and lead to more conversions.
  5. 5. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 5 | Pollen Brands | pollenbrands.com THE RESULTS • The bounce rate decreased by about 25%. • The conversion rate was up by over 34%.
  6. 6. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 6 | Pollen Brands | pollenbrands.com “I want Osmia to be a reminder to sense your life—to really absorb the rich textures and use your senses in ways that seem mundane but make your moments so much fuller.” Sarah Villafranco, MD Osmia Organics Founder • Purpose matters. • Customers want to know that they are purchasing something more than a product. • The Osmia Organics tagline is “Return to your senses”. THE TOP 4 TAKEAWAYS LEAD WITH PURPOSE1
  7. 7. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 7 | Pollen Brands | pollenbrands.com • Overlaid on the video, in large, simple type, are the words, “RETURN TO YOUR SENSES”. • An invitation to experience a moment of mindful enjoyment, a “come hither” to the other side of the page. • Osmia’s artisanal products promise to lead you on a journey back to your senses. • The video ensures that purpose is always in the spotlight. THE TOP 4 TAKEAWAYS LEAD WITH PURPOSE1
  8. 8. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 8 | Pollen Brands | pollenbrands.com • The photography and visuals are crafted to give the user an emotional connection with what this content means in terms of experiencing the product and brand. The Osmia “About” dropdown navigation highlights information about the company’s ingredients choices. A thoughtfully designed callout on the homepage leads to ingredient information. THE TOP 4 TAKEAWAYS LEAD WITH PURPOSE1
  9. 9. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 9 | Pollen Brands | pollenbrands.com THE TOP 4 TAKEAWAYS MAKE NAVIGATION BETTER THAN JUST FUNCTIONAL • The Osmia navigation is not just easy to use; it actually elevates the brand and customer experience. • Your navigation should be pleasant, a joy to use, and it should contribute to the overall digital brand experience. • Built the main categories straight into the menu in a highly visual way. • Designed beautiful images for each category. • Each photograph is carefully selected to reflect the brand ethos. 2
  10. 10. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 10 | Pollen Brands | pollenbrands.com • A vitally important factor: EVERYTHING IS A CREDIBILITY INDICATOR. • A holistic design perspective to ensure that the little details are working together to enhance the brand’s credibility. • As a whole, the site feels “considered.” The small details go a very long way to building credibility. • Every existing detail was consistent • Added details that users might not notice right away but that added to the brand experience and feeling of credibility. THE TOP 4 TAKEAWAYS THE LITTLE DETAILS = CREDIBILITY3
  11. 11. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 11 | Pollen Brands | pollenbrands.com • Contribute to building brand affinity with your users. • Built a social following around returning to your senses and treating yourself to a healthy lifestyle. • Leveraging Osmia’s incredible attention to cross-channel customer experience and messaging. • This builds on the users’ trust and enthusiasm, nudging them toward a purchase that we personally know they will be very pleased with. THE TOP 4 TAKEAWAYS BUILD BRAND AFFINITY4
  12. 12. 34% Conversion Rate Increase 4 Unconventional Tips about How We Did It 12 | Pollen Brands | pollenbrands.com THANK YOU! Many more technical considerations go into conversion optimization, and I’d love to chat about them with you any time. We hope that these quick tips give you a more holistic perspective on how to increase your purposeful brand’s digital conversion rate. If you found these tips useful, please share! P 646.679.4136 E contact@pollenbrands.com

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