Client: Fiber Gourmet
Healthy food brand got an online makeover and 3X its CR in less than a year
Results:
Tripled Conversion Rate from 1.52 to 4.83
Improved Online Sessions by 160%
Increased the Average Order Value by 23.61%
Decreased Bounce Rate by 58%
Scope:
Website Design / Copywriting / SEO / Visual Assets / Graphic Design / Short Form Video Production / Explanatory Video Production / Email Marketing / Social Media / Influencers
Key Website Features:
Custom design / intuitive navigation / clear copy / mobile responsiveness / Search Engine Optimization / fast load speed & performance / third-party integrations
The Challenge
Fiber Gourmet is a healthy food brand famous for their delicious and nutritious carb-alicious products that help manage hunger cravings. This brand was thriving on Word-of-Mouth marketing. However, potential buyers got lost in transit after landing on the website. An outdated design, an unintuitive shopping process and a lack of information meant the overall user experience was compromised, causing high bounce rates and low conversions. Only 1% of website visits were turning into purchases. Fiber Gourmet's team knew they had to take action to overcome this problem.
The Solution
We rebuilt their DTC e-commerce site from scratch, implementing strategies to improve the buyer's journey and increase the Average Order Value (AOV). After successfully launching the project, Fiber Gourmet hired Milk Media to manage social media and implement community-growth strategies.
Our team delved deep into research to study the online costumer journey and behavior while pinpointing the exit points of current website visitors, as well as the heat areas. With this in mind, we developed a new design that would provide a more shoppable and seamless user experience.
“Based on our research, it was found that optimizing Fiber Gourmet's product page is a crucial factor in increasing their e-commerce conversion rate. Despite having top-notch products, effective advertisements, and higher website traffic than competitors, the product pages failed to engage and persuade visitors to make a purchase, resulting in abandoned shopping carts. To enhance the website's overall performance, our study highlights the need to prioritize the development of compelling visual assets and persuasive copy that can drive conversions and improve user experience.”
Phase 1: THE ULTIMATE ASSET LIBRARY
Our team captured high-quality visuals that could be used across the website and other channels. We focused on individual product shots along with styled scenes to ensure the cooked pasta and rice pilafs and the crackers and biscotti looked incredibly irresistible. This phase also included recording various stop-motion shots and videos showing product features and benefits.
Phase 2: BUILDING A HIGH-CONVERTING NEW WEBSITE
Our team focused on strategies to improve four main KPIs: Conversion Rate, Average Order Value, Average Session Duration and Bounce Rate. We designed each page with these metrics in mind, leveraging tactics and functionalities that would exceed customer expectations, drive massive sales, and outshine the competition.
Seamless mobile experience:
Google Analytics revealed that 86% of Fiber Gourmet website visitors used mobile as their main device for shopping. However, mobile traffic accounted for just 13% of the total revenue. We also realized that mobile traffic had a much higher cost per conversion ($14.76) than desktop ($7.72). We needed to fix this, so creating a mobile-friendly version of the website was at the core of our strategy. We ditched pop-ups, facilitated product discoverability, increased button and font sizes, optimized the filtering capability, and performed A/B tests until we found the best way to lead a visitor into a sale.
Simple, witty and benefit-driven copywriting:
Fiber Gourmet is a science-based brand that uses RS4 as a vital ingredient to achieving massive health benefits with their products. Our strategy was simplifying, using benefit-driven copywriting, and compellingly telling the brand’s story. We avoided complicated jargon, provided factual information, focused on the value proposition, used short sentences, and created beautiful infographics to help deliver the message.
“Indulgent classics made right!”
“On a mission to close America’s fiber intake gap.”
“Our crunchy cookies have the superpower of keeping your stomach as happy as your tastebuds.”
“The natural appetite suppressant that helps you feel fuller for longer”
“Less snacking, more weight loss.”
“Make smart food choices.”
Customer-centric website design made for acquisition, development and retention:
Hero product feature on the main banner.
Simple and intuitive navigation bar.
Prominent bestseller carousel with add-to-cart links.
Fast shopping experience with add-to-cart CTAs below each product across the website.
Subscription and bundling options at a discounted rate.
Product recommendations based on user’s interest.
Curated collection to help product discoverability.
Product reviews and ratings from satisfied customers.
Fast and easy checkout experience also aimed to increase tickets.
Wholesale and retail portals.
High-converting product pages:
Product pages are where the magic happens, so they were placed at the epicentre of our planning. We knew we needed visuals that sell, FOMO-generating product reviews, visually-appealing information about ingredients and nutritional labels, the Dr Phil video for social proof, a clean and minimal design, and opportunities to up-sell and cross-sell through subscriptions, bundling and other product recommendations. The product paged bounce rate decreased by 58% after three months since it launched.
Variety cases for undecided buyers:
Consumers were less likely to try new products and wanted to play it safe and go after their favourites. To overcome this, we created product bundles at a 15-35% discount to allow consumers to sample without fear. This strategy increased sales after re-purchasing low-performing inventory such as riced pilaf and flour, generating a 23% increase in AOV and significantly impacting the LTV.
Implementing explainer videos:
No other healthy pasta brand is made with Fiber Gourmet’s breakthrough RS4 patented formula. This is their competitive advantage. We wanted to educate consumers. How can we explain this without sounding dull and complicated? The answer: explanatory video. We effectively communicated the brand story and unique value proposition using fun graphics, music, and simple language.
Phase 3: SOCIAL MEDIA TRANSFORMATION
Fiber Gourmet's website got a major facelift, and it was time to let the world know. But their social media presence was weak, with 28 low-quality posts and a 1.9% engagement rate. That's where Milk Media came in! We worked closely with Fiber Gourmet to develop a strong communication strategy and content calendar to attract their ideal audience, foster community, make them feel human and approachable, and drive sales. After only 18 months, our team organically acquired 18,678 new followers and skyrocketed the engagement rate to 10.2%. Social Media became the company’s 3rd online traffic source behind Google Search and Affiliate Marketing.
Instagram Management
Engaging Recipe Reels
UGC, Influencers and Giveaways
Phase 4: PAID ADVERTISING
Our team developed a comprehensive advertising strategy that leveraged formal retargeting campaigns and Dynamic Product Ads to reach existing and potential customers. To showcase Fiber Gourmet's unique value propositions and benefits, we utilized a combination of high-quality video and static ads, including user-generated content and simple images. We identified the most effective ad combinations that consistently outperformed others. We found that Dynamic Product Ads and Review Videos were particularly successful. In addition, our team implemented micro-segmented remarketing funnels that resulted in a remarkable increase of 20-30% in return on ad spend.
Phase 4: EMAIL MARKETING AND DESIGN
Our team created branded email templates and launched weekly campaigns that drove $5,000-$20,000 in sales. We also designed and implemented email marketing automation representing 21% of the company's revenue. We also developed marketing and sales materials for the client, including brand decks, print and digital assets such as PR boxes, packaging inserts, flyers, and website banners.
