GT’s Living Foods has the same mission it did when the company started over 25 years ago in GT Dave’s kitchen — to share the gift of Kombucha in its purest, most potent form and help people everywhere live healthier, happier lives.
Over the past two and a half decades GT’s has made kombucha mainstream in the U.S. and has helped popularize the consumption of probiotics and the focus on gut health.
In addition to migrating the site to the e-commerce platform, GT’s needed a full site refresh — complete with search optimization, content strategy, UX/UI design strategy, and email flows.
One of the main challenges we overcame in this redesign was figuring out custom user flows for different products…
With our strategy, design and development approach, we created customized flows that enable users to discover and search for products, with a clear path for the next step to purchase.
GTs Living had a firm foundation in organic keyword traffic. After an analysis of search terms with high traffic volume that had potential to move near the top of search results, we reorganized their site structure to add a page for Kombucha Benefits.
Research shows that stacking the benefits in functional beverages offers the broadest appeal. Almost half of consumers (46%) seek two or more functional benefits. This page also covers the ingredients that bring the benefits.
The primary target audience for GT’s Living Foods is a combination of high traffic content discoverers and intentional online shoppers. Both audience subsets share in the pursuit of kombucha to some degree.
To take advantage of the organic traffic opportunities of consumers asking questions about kombucha, we reorganized their FAQ content with targeted keywords in the urls, meta data and copy. Instead of the typical single page for FAQs, we built six pages for FAQ structured data, one of which answered general questions. The other five FAQ pages were optimized for questions about each of their product lines.
GT Dave still owns and directs the company (now worth nearly $1 billion), so it was important to create a sense of intimacy and connection between the reader and GT himself. We crafted a welcome sequence sent from GT Dave that tells the brand’s origin story — his mother’s battle with cancer and how he started brewing kombucha at 15 years old.
Readers then receive a series of messages that share about the health benefits of various offerings and the range of products.
It’s easy to send short sales emails with coupons and discounts, but that doesn’t build a loyal customer base. By sending heartfelt and informative broadcasts to the GT’s Family list, our email flows reinforce what GT’s is all about — healthy living and sharing the love.
Copyright © 2021 – Chelsea and Rachel Co.