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The Evolution of Good Karma Foods

C+R Co.

Good Karma Foods

A group of ordinary people full of kind-hearted intentions. Good Karma Foods believes that little acts of good add up to happy hearts and warm smiles. Good food fuels good people, creating better communities and a brighter tomorrow. And they believe in food that is nutritious and delicious and lets plants shine.


Good Karma had already been seeing success with their Plant-Based products, but they decided to expand and launch a new product line.

They also wanted to take the opportunity to change direction and create something dynamic for Direct to Consumer during this launch.

They leaned on Chelsea & Rachel Co for strategy, creative direction, and experts on developing a customer experience and sales strategy.

When we started working with Good Karma, they had an information-based website, and their primary sales were to businesses. Their sales were good, but they knew they could reach more people with a strategy to bring their brand online. 

We challenged them as a brand resulting in a short pause on the project, mid-launch, to flesh out their branding identity to create that memorable experience for their customers. The design team knocked it out of the park, and their amazing team as a whole pulled together and implemented it right away, allowing us to stay on deadline.


A dramatic shift from a standard information-based website to a sales-producing eCommerce website.

One of the biggest changes for Good Karma aside from their branding was the restructuring of their website to be within 3 clicks of a purchase at all times, which was different from how their information-based website was set up.

We overcame shipping challenges with a store locator option, seamlessly integrated into the shopping experience.

While developing the strategy for Good Karma, we found some gaps in their branding and with some creative direction created an amazing experience that took Good Karma from JV to Varsity in the specialty foods market.


  • Increased conversion rate – before 0.42% After 2.07%
  • Sales increased 137% in a 12 month period
  • Site traffic increased 5.6% in a 12 month period
  • Pages per sessions increased 19% in a 12 month period
  • Bounce rate decreased 25% in a 12 month period
  • Organic Search Revenue increased 157%
  • Transactions increased 439%
  • Decreased cart abandonment in new users 200% from 70.93% to 58.63%
  • Decreased cart abandonment in returning users 194% from 66.25% to 52.80%

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