The goal with Pop & Bottle was to ensure every marketing effort on the upcoming D2C launch, paid and organic, was met with a great end experience. One of their biggest fears was sending an influx of new customers to a sub-par experience. They wanted their value prop to be clear, their products digestible, and purchase process – one-time and subscription – to be straightforward.
After those objectives were clarified, we were off to the races. I conducted a "best in class" competitive analysis of some of the best online D2C brands in the industry so we could talk more concretely about what the two co-founders and Head of Marketing gravitated towards, and more importantly, who had clear, intuitive sites.
Through a couple of iterations, we ultimately landed on the designs, desktop and mobile responsive, that you see below. Their development agency did a great job with the custom Shopify build, and the reception from Pop & Bottle's customers was great. Ultimately the brand was more clear, conversion rates increased across all of their primary top-line funnels to their shopping cart, and their new subscription options were welcomed by their loyal, existing customers.
One of my favorite aspects of this project was getting the opportunity to work with such an established brand that wasn't my personal aesthetic. The defined Pop & Bottle brand with their pastel palette and
beautiful photography provided helpful constraints and made it easy to reduce as much content as possible without losing the look and feel of the brand.
