It all begins with why should the customer buy from you? Why should they care, and what makes you different? For this brand, their previous value proposition was defined by iterations of transparent trade. While that is an element of what their value proposition could be, we also worked together to define additional pillars, like gifting capabilities, chocolate boxes of the month, and robust CRM programs that maintain a direct line of communication between the customer and the business. With clear value proposition defined, we could then ideate a comprehensive media audience targeting strategy, based on interest groups that tie back to the defined pillars.

Once key pillars have been defined, we examined the product matrix and assortment available on site. Immediately we found that there were too many paths to purchase, overwhelming the customer with options. With a free shipping threshold of $45, the customer would have to buy upwards of 8+ single bars of chocolate to meet the mark. Instead, we defined a bundling strategy, creating pre-set best sellers, seasonal sellers, and data-driven pairings, reducing decision paralysis for the customer.

Lastly, we defined a clear CRO strategy based off of DTC best practices. The path for the customer to be easy - we worked together to remove any unnecessary touchpoint, create an easy navigation, prioritize selling messages over brand messages, and optimized product page content to include relevant information. We also introduced FAQ sections, robust content sections, and improved review services to make the decision easy for the customer.