Case study · Ecommerce optimization
Helping a bone broth brand turn curious ad clicks into confident buyers
Visitors were curious but couldn’t yet choose with confidence. Over an engagement lasting more than a year, the work made education part of the purchase experience, from first understanding to a confident choice, purchase, and return.
FROM CURIOSITY TO CONFIDENT BUYER
- Ad click
- Relevant education
- Confident product choice
- Purchase ✓
- Repeat purchase ✓
A customer who understood, returns
Engagement snapshot
- Business model
- DTC ecommerce
- Industry
- Ecommerce
- Work performed
- Launched and redesigned the ecommerce site, improved the homepage, product, and category pages, built custom landing pages and sales funnels, and aligned paid advertising with the actual post-click experience.
- Observed outcome
- The work improved the ecommerce experience, the paid-traffic landing journeys, the sales funnels, lead generation, and the brand's ability to convert more visitors into customers.
- Capabilities
- Ecommerce Optimization
What informed the work
This engagement predates a formal artifact archive; the account here is grounded in the work itself, not preserved analytics or research files.
- The ecommerce site and product pages
- The paid-advertising traffic journey
- The sales funnels and repeat-purchase experience
Direct work with the brand’s team.
More than a year of connected work, not a single page
- STAGE 1Site launch & redesign
- STAGE 2Paid landing pages
- STAGE 3Category education
- STAGE 4Product pages
- STAGE 5Sales funnels
- STAGE 6Lead generation
- STAGE 7Ongoing optimization
The engagement also included an educational path to purchase
A parallel, education-first entry into the same purchase decision.
- Educational entry
- Educational landing page
- Educational guide or email series
- Follow-up education
- Product recommendation
- Purchase
The work, up close · 1 of 2
The acquisition landing page: education that earns the product visit
The design shows a benefit-led landing page for paid traffic. It opens with the benefit the ad promised, explains the category and its use occasions, clarifies ingredients, presents product options, and offers two paths forward, learn more, or shop. No medical or health-outcome claims are made.
The easiest warm habit in your day
Sip it like tea, cook with it like stock. Slow-simmered bone broth for people who want real ingredients without a recipe project.
- Morning warm-up, a savory alternative to a second coffee
- Afternoon reset, warm, salty, satisfying, without a meal
- Everyday cooking, rice, soups, sauces, anywhere stock goes
- How is bone broth different from stock?
- What does it taste like?
- How do I store and prepare it?
The work, up close · 2 of 2
The product page: decision support at the moment of choice
This design shows a product page for a first-time buyer. It presents the product’s benefit hierarchy, format and quantity selection, one-time versus subscription choice, ingredients and preparation, and shipping and returns reassurance beside the add-to-cart action.
Chicken Bone Broth
Slow-simmered, mild, and versatile, sip it warm or cook with it. The product most first-time customers start with.
- Ingredients: chicken bones, filtered water, vegetables, herbs, sea salt
- How to use: heat and sip like tea, or substitute anywhere a recipe calls for stock
- Which broth is for me: chicken (mild, versatile), beef (rich, best for sipping), variety set (try both)
Price not shown
Product page
Chicken Bone Broth
Slow-simmered, mild, and versatile, sip it warm or cook with it.
Price not shown
Add to cartSecure checkout, ships frozen in insulated packaging, a simple way back if it’s not for you.
Ingredients
Chicken bones, filtered water, vegetables, herbs, sea salt. That’s the list.
How to use
Heat and sip like tea, or substitute anywhere a recipe calls for stock.
Which broth is for me?
Chicken: mild, versatile. Beef: rich, best for sipping. Variety set: try both.
Where interest leaks out of the journey, and what the work did there
The experience problem before the work
- Product page: hesitation without education
- Cart: abandonment when questions remain
- Checkout: doubt arriving too late to answer
The improved experience
- Stronger product page: education at the decision
- Trust and reassurance placed before checkout
- Subscription and reorder designed into the flow
Qualitative mechanism only. Friction points are experience risks addressed by the work, not measured drop-off figures.
Observed qualitative outcome
Helping a Bone Broth Brand Turn Product Pages Into Decisions, Not Just Descriptions
The work improved the ecommerce experience, the paid-traffic landing journeys, the sales funnels, lead generation, and the brand's ability to convert more visitors into customers.
How we would apply AI today
Today, AI would accelerate the ecommerce optimization work behind this engagement: synthesizing evidence about the trust & credibility pattern faster, drafting audience-specific page and message variants for review, and learning from what visitors actually do so the next iteration is better-informed. Expert judgment still decides what to test and what the evidence actually means; AI speeds up the work, it doesn’t replace the decision.
Who this fits
This may be familiar if:
- product pages describe the product but don’t help the buyer choose
- paid traffic lands on an experience that doesn’t continue the ad’s promise
Paying for traffic that doesn’t yet understand what you sell?
Let’s look at what happens between the click and the purchase decision.
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