Natural Balance Foods

Natural Balanced Foods Responsive website on various Devices Natural Balance Foods Case Study image

The Client:

Natural Balance Foods

Natural Balance Foods is a young British company that makes delicious and healthy natural snack products under the Nakd and Trek brands.

The Challenge:

Imaginet developed a highly successful e-commerce web site for Natural Balance Foods which helped to increase sales and improve internal stock management processes. 

However with the uptake of mCommerce, a rapidly developing online marketing strategy and plans to enter the US market the company decided to redevelop their web site with the following goals in mind.

  • To build a highly functional fully responsive e-commerce website incorporating best practice for mobile checkout.
  • To create a web site that effectively presents their brands and ethos.
  • To enhance customer engagement and stimulate interaction with the brand to drive sales.
  • To deliver a solution to support international expansion, initially in the USA.
  • To deliver a suite of reports for the marketing team to track sales, discounts, competition entrants etc.
  • To link the website and ERP software to create a secure and reliable management information system

The Solution:

Homepage Design and brand presentation

The initial focus of the project was on the design, information architecture and user experience. The challenge was to achieve the objectives for the new site without compromising the very successful sales performance of the existing web site.

The application of brand assets had to work across all screen resolutions. The aim for the site design was to be more fun and quirky, incorporating both the Nakd and Trek brands.

The Natural Balance Foods Home Page was developed as the entry point for users who are new to the brands or are looking for more information. It introduces the ethos of the company, the healthy nature of the products and encourages users to interact via a poll and social media.

The Nakd and Trek Home Pages retained their focus as ‘shop’ pages as the Analytics illustrated that they are where the majority of traffic lands and are the point of entry for repeat customers who are on the site to buy! Users who land on these pages can still ‘Discover More’ or look at the ‘Community’ ‘Recipes’ or ‘Win’ sections of the site but the sales funnel is given priority.

Improved on-line buying process

The checkout was simplified to ensure optimum performance on mobile devices. A guest checkout was introduced, with Social Log-In via Twitter and Facebook to speed up the buying process. PayPal was also introduced as a second payment option.

Reducing shopping basket abandonment, automatic emails are sent with quirky messages encouraging the customer to return to the site and complete their sale. 

Essentially every effort has been made to cater for customers purchasing preferences without over complicating the checkout options.

Developing the online community with recipes and health content

With such a unique product, they’ve developed a strong following. Therefore the enhancement of the community section of the site was high on the agenda. A categorised articles database was developed to streamline access to content based an area of interest e.g. ‘Dietery Needs’. A recipes section was also added creating more reasons for site visits. All of the content generated for these areas is also critical to their SEO strategy.

The ‘Win’ section is also an important addition to the site increasing opportunities to interact with users and capture contact details for online marketing activities.

Natural Balance Foods have a very proactive social media strategy. A new social media widget now appears throughout the site and an e-commerce app that lists all their products within Facebook as well as an extremely active feed to strengthen relations.

The Results:

In the two months since re-launch in January 2015, the site has achieved amazing results with increased revenues of over 60% over the same period in the previous year and mobile revenue is up by over 160%.  

  • Mobile revenue has increased by over 160%
  • The abandonment rate has reduced by almost 70%
  • 75% increase in transactions

In addition to the strong website performance, social media profiles have greatly improved community integration & e-commerce sales.