Increasing conversions by 214% for WindanSea Coffee
WindanSea is a premium CBD and adaptogen coffee brand based out of San Diego, California. We did a full rebrand and redesign of the WindanSea coffee website to help them better convey its story and the immense benefits it provides to customers
Positioning WindanSea as the leading adaptogen coffee brand
WindanSea approached us in need of a website and brand refresh. The old website was struggling to convert customers at a satisfactory rate and had multiple UX/UI design issues. The branding also didn’t reflect the premium CBD and adaptogen coffee products. We worked closely with them to create a new brand identity and a high-converting website that performs.
Platforms
Web (Responsive)
Shopify
Roles
UX/UI Design
Copywriting
Digital Strategy
Icon/Illustration
Shopify Development
Deliverables
Responsive Web Design
Shopify Development
“ThrillX went above and beyond to make me happy with the deliverable. There was a very clear layout for the timeline and deliverables that made it easy to understand what we were getting. Arsh was so helpful in recapping each of our meetings.”
Jordan OHara
CEO, WindanSea Coffee
The Results
214%
Increase in conversions (store orders)
61%
Increase in Average order Value (AOV)
24%
Decrease in bounce rate
Before
After
Global Design System
WindanSea sells premium and high-quality CBD products. The old branding of the site didn’t align with this narrative and lacked the elevated look required to convert customers at a higher price point. We went with very subtle and natural tones of green, baige, and blue for the new brand identity to fit with the brand voice of wanting to help people feel better. The colors blend beautifully together to create a calming effect as you navigate the site, similar to how their CBD products make you feel more at ease.
Research and Discovery
WindanSea had several distinct audiences and people who purchased its product for various reasons. On one hand, people wanted to purchase the product as a new way to get into CBD without the side effects and integrate it into their morning routine. On the other hand, users wanted to reduce the negative effects of coffee and consume it in a more sustainable and natural way. We conducted multiple stakeholder interviews and discovery sessions to understand these customer segments inside and out and to ultimately ensure the final site reflected these perspectives.
Deep-dive into the old and new website
Before even touching a single pixel of code or design, our team dove deep into the current analytics of WindanSea. We discovered that the majority of users were on mobile, and the bounce rate was very high while the session duration was low. The main area of opportunity was getting more PDP visits while also getting people to actually engage and scroll on the site, as the majority were bouncing immediately due to a poor value proposition and a lackluster user journey. After we launched the revamped site, we also analyzed the improved heatmap data to see the impact of our redesign.
Conducting multiple stakeholder interviews
We hosted several strategy sessions with WindanSea to understand the new positioning and brand vision of the website. Throughout the design process, we went through several pivots as WindanSea was in the process of expanding beyond just CBD coffee but also indulging in adaptogen and wellness products as a whole. The new site needed to reflect this future vision in all aspects, from design to copy to layout.
Heuristic and UX/UI Design Audit
Looking at the original website and without any data analysis, we were able to identify multiple UX/UI design and conversion issues right off the bat. Most notably, there were major areas of opportunity from a messaging, design, and navigation perspective. Below is a mini-snapshot of a more detailed audit we conducted.
Design Exploration
The WindanSea team understandably had a difficult time articulating their goals and vision for the new website early on. As part of our detailed discovery and research process, we went through multiple design iterations of various sections, including the hero banner shown. We experimented with different images, color combinations, messaging, etc. We collaborated directly with the team to receive iterative feedback on the fly. This helped everyone align on a cohesive vision that integrated the best elements across various industries.
Homepage
People often buy in three dimensions: social, emotional, and functional. On the revamped homepage, you’re presented with all 3. The hero section features a powerful and direct value proposition of “fueling your data with a focused mind, balanced energy, and less stress.” This quickly conveys, in 5 seconds or less, “what’s in it for me,” which motivated users in droves to go immediately to the product page or engage further on the site.
As you scroll down the page, you’re presented with several benefit-oriented sections with emotional copy centered around feeling better and “living the life you deserve.” The imagery features happy people smiling and feeling better, creating an emotional connection with users on the other side.
As you near the bottom of the page, you’re presented with the brand story of what makes WindanSea unique in that it’s a veteran-owned brand with a powerful mission statement.
Product Page
WindanSea’s old product page was bare bones and lacked many conversion-focused elements to motivate users to buy. We designed a hyper-optimized PDP, including a reduction of FUDs (fear, uncertainty, doubts) under the add-to-cart button, highlighting several core value props scattered throughout the page to emphasize the main product differentiation, and integrating reviews as well as subscriptions for an enhanced shopping experience.
Mobile Design
Ensuring the mobile experience was as good as the desktop for the Carolindica website was essential. As an e-commerce brand, the expectation is high when it comes to the user experience on any device. With an abundance of graphic elements, we had to make certain everything aligned properly and the flow was uninterrupted on screens of all sizes.
About Page
WindanSea has a beautiful mission of supporting the well-being of veterans. Owned by a veteran himself, the mission is to help people feel better and nourish the mind, body, and soul. On the about page, we specifically featured the founder’s story as well as the process of how CBD coffee is made to establish full transparency with its customers. The About Page was the 3rd most visited on the site and is often overlooked by most companies as a “non-critical” page for conversions when it is actually the opposite statistically.
Adaptogens Page
As part of WindanSea’s long-term vision to expand more into adapotgen and general wellness products, it was fitting to create a separate page dedicated to educating customers on exactly that. This page features content on what adaptogens are, the history and science behind them, and their ingredients.
Helping WindanSea drive more revenue
WindanSea had undergone multiple redeisgns with failed results. They finally had a website that was built with conversions in mind (and not just a pretty site) while allowing them to update products/pages more easily than ever before.
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