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A leader in anti-aging supplements, Genex Formulas exploded in growth via Amazon in early 2022. Their customer base consists of adults aged 55+ seeking science-backed solutions to aging and health.
In January of 2023, Genex Formulas’ best-selling product was removed from Amazon due to updated regulations. Transitioning to selling through Shopify required a full evaluation and upgrade of Genex’s Shopify site to maintain their record-breaking revenue numbers from 2022.
We began by evaluating the website’s layout, copy, design and navigation against CRO best practices. We noted that with a high returning customer rate, customers who had purchased Genex products in the past were now coming to the site to search for those same products, but were struggling to find the correlation between the Amazon listings and the Shopify store. We optimized the customer journey by creating benefit focused collections pages as well a transferring all product graphics from Amazon to the Shopify store. We also updated product titles to highlight high intent keywords while clarifying product size and dosing.
Just as we got into the swing of things, Google began blocking all ads sending to Genex’s website. To ensure that our CRO changes weren’t affecting Google’s approval process, we paused all CRO updates for 60 days. After determining that our changes were not impacting Google, we began optimizing again, focusing on a right to left strategy. This meant detailed analysis of customer behavior following adds to cart and within the checkout process. We transitioned the cart into a drawer rather than a popup, removed distractions and unnecessary check boxes in the cart, and changed the primary CTA color so it was the most visible element within the cart.
Increase in conversion rate
Increase in sales
Increase in orders
As we evaluated customer behavior and the purchase journey, we determined that the store’s outdated theme was a significant cause of frustration for customers. So we decided it was time to transition Genex to a more user friendly and modern storefront. We used all the data we had collected to rebuild Genex’s store on the Dawn Theme, without drastically changing branding or visuals, or the general customer experience. This transition included updates to collections pages, further changes to the cart and checkout process, adjusting calls to action, and improving navigation.
With Black Friday on the horizon, we set our sites on improving UX/UI and conversions as much as possible before the biggest sale of the year. We updated search and discovery recommendations based on most-popular search terms, introduced a subscribe and save option for returning customers, activated one-page checkout and developed a blog with posts based on top-performing emails to increase SEO and build brand trust.
Increase in CR
Increase in Revenue
With everything related to the customer journey in place, we set up our attention bar, collection heroes, and new website banner for our Black Friday/Cyber Monday sales. We kept the general layout of the website exactly the same, made sure it was easy for customer to view and understand the sale, and clarified any limitations on discount amounts and items. When Black Friday/Cyber Monday was over, we evaluated user behavior and interactions during the sale to iron out any final UX/UI issues, determine what (if anything) caused additional friction, and applied necessary changes based on that information.
More Revenue
Higher conversion rate
Increase in sales
Increase in CR
