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 have helped popularize probiotics’ consumption 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 analyzing search terms with high traffic volume that could 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.
GT Dave still owns and directs the company (now worth nearly $1 billion), so it was essential 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 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.