Bio-First AU & USA
Custom Shopify Websites for an Ecommerce Startup
GETTING STARTED
Research, discovery and strategy
We used the research, discovery and strategy phase of the project to determine a few core strategies that would drive the design of the website.
This initial phase of the project involves:
- Developing user personas
- Identifying the website goals
- Identifying actions
- Competitor analysis
- Keyword research
- eCommerce strategy
The client
Bio-First is a brand new range of products produced by new company Bio deNovo. The company was founded by two individuals passionate about using science by nature to enhance wellness for their friends, families and others. Jude holds a PhD in Natural Medicine and is passionate about wellbeing having used traditional and modern approaches to treatments for many years. Byron is a young father from Sydney, an experienced entrepreneur and life sciences executive who enjoys disrupting industries and existing outdated business models.
The brief
As a brand new startup, Bio deNovo approached Punch Buggy to undertake the design and development of the Bio-First eCommerce website to introduce the world to the Bio-First brand and launch their first products to the market.
STRATEGIES
Product pathways
The product lines have been split into two main categories to match the Personas; Immune Support and Skin Health. To simplify the product pathways we have put links to these category pages on nearly every page of the site.
A balance of nature and science
Focusing on the message of “Science by nature”, we convey to customers that this is a balance between the ancient experience of natural remedies, and the modern advances of science-backed medicine. This helps build trust, and educates customers at the same time. We can incorporate this in a few ways.
Through content
We put a heavy focus on the “Science by Nature” content, placing it wherever appropriate. Customers can click through to learn more, but just at a glance it helps with that trust building.
Through visual design
We have implemented an aesthetic that combines the styles of natural sites, medical sites, lifestyle sites and blogs. Making great use of all the brand colours, we present customers with a colourful style filled with just the right lifestyle and natural imagery to help them feel connected and build trust. Using a range of overlapping shapes and contrasting sections helps break monotony and creates interest. This all reigned in and balanced by a rigid structure with clean white spaces that conveys a professional, serious feel.
Focus on education
Educating the customers will help to build trust and brand equity, separating Biofirst from competitors. Because there are limited products and we want to attract as many views and subscriptions as possible, focusing on education will give customers a reason to stay on the site while also guiding them to products.
Every page – apart from support pages – will have educational content blocks. These range from educating customers about the scientific benefits of ingredients, to the history of the ingredients themselves. We can also educate customers on the problems they are trying to solve, and introduce them to ideas unique to Biofirst; Biovital and Liquid Health.
Content modules
These content blocks contain brief overviews of knowledge that can help the customer. We re-use them throughout the site. Some lead to discovery pages, some introduce ideas.
Video
Included throughout the site are content modules enticing the user to watch a video. Video will be a fantastic resource for educating customers.
Educate along product pathways
Educating the customers will help to build trust and brand equity, separating Biofirst from competitors. Because there are limited products and we want to attract as many views and subscriptions as possible, focusing on education will give customers a reason to stay on the site while also guiding them to products.
Every page – apart from support pages – will have educational content blocks. These range from educating customers about the scientific benefits of ingredients, to the history of the ingredients themselves. We can also educate customers on the problems they are trying to solve, and introduce them to ideas unique to Biofirst; Biovital and Liquid Health.
The products themselves also become a chance to educate, with rich product descriptions that showcase the usage and ingredients while explaining the benefits.
Knowledge from Nature
The blog has been framed as a resource for customers to learn even more about the problems they are trying to solve. This is a great step towards becoming part of customers research as well as offering solutions. Links to relevant blog articles are included throughout the site.
THE RESULTS
A unique custom Shopify website
A robust and unique experience for new users finding Bio-First for the first time, this custom Shopify theme is a culmination of our research and strategy that stands out from the crowd.
A rapidly growing brand
Even only months into launch, Bio-First is rocketing along in terms of traffic and sales. A look into Google Analytics and Heatmaps show that the collection pages have been the most valuable step in customers’ journey through to a transaction.
Customers are following the journeys that we defined in our strategy and are clicking through to products from collection pages even with the additional educational content.
KLAVIYO INTEGRATION
Email marketing through Klaviyo
To go along with the new website, Punch Buggy set Bio-First up with Klaviyo integration and a set of fully branded email templates and sophisticated email marketing flows.
