Natural Balance Foods achieve more than double the average e-commerce conversion rate image

Natural Balance Foods achieve more than double the average e-commerce conversion rate

End-to-end e-commerce system helps Natural Balance Foods achieve more than double the average e-commerce conversion rate

Natural Balance Foods is a young British company that makes delicious and healthy natural snack products under the Nakd and Trek brands. Already working with Imaginet’s back office software partner, Lakeview, to manage their stock and supply chain, they wanted to create a powerful front-end to the operation, giving them a better way of connecting with their audience.

Launched in July, the website Imaginet created for Natural Balance Foods is a great example of mixing an engaging design with complex back-end development. Throughout the project the focus was to use the combined expertise of all parties to give people the best online shopping experience possible while offering something extra for those who want it. With this in mind, Imaginet, Natural Balance and Lakeview worked to achieve three aims:

  • Build a highly functional but easy to use e-commerce website.
  • Provide an online community for fans of the brand.
  • Link the website and ERP software to creature a secure and reliable information system.


In addition to the website and systems, Imaginet branded Natural Balance Foods Twitter, Facebook and YouTube pages, ensuring a clear and consistent brand message through each communication channel. Adding further functionality to their Facebook page, Imaginet created an e-commerce page app that lists all their products within Facebook.

Over the three months since the website has been live:

  • It is has achieved more than double the average e-commerce conversion rate.
  • Social media profiles have greatly improved community integration & e-commerce sales.
  • They are better able to efficiently engage with their customers and fans.

Through the Lakeview system, staff time savings have been excellent. Previously an order was typically handled six times by individual staff, it’s now down to two. “This has freed up our back-office co-workers to undertake much more valuable tasks on behalf of the business and our customers” says Natural Balance Foods co-founder, Greg Combs.

Speaking from their offices in Cardiff, Nigel Roberts MD of Imaginet commented,

"The Natural Balanced Foods website is another great example of our bespoke e-commerce solutions. It’s not just about presenting the products in an attractive way; it’s about integrating back-office systems and creating a solution that improves processes everywhere in the business."

The site can be visited at

19 Oct 2012

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