The document discusses how a redesign of the Osmia Organics website led to a 34% increase in conversion rate. It provides 4 tips for increasing conversions: 1) Lead with purpose by prominently displaying your brand's mission and values; 2) Make navigation pleasant and reflective of the brand experience rather than just functional; 3) Ensure small details are consistent and build credibility; 4) Build brand affinity through social media and cross-channel messaging to encourage purchases. The redesign optimized Osmia's site to better promote its purpose of "returning to your senses" through products. This led to a 25% drop in bounce rate and over 34% increase in conversions.

1. 34% CONVERSION RATE INCREASE
4 UNCONVENTIONAL
TIPS ABOUT HOW
WE DID IT

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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