Web Design + Miva Merchant Development
When Rob Dayhuff first found us, he already had a Miva Merchant storefront that he’d been operating since 2003. His nutritional supplements business was doing well, but as he’s in competition with some very well-known national chains, he was looking to take his business to a higher level. The first step was a complete redesign of the website, to present a more professional image, while maintaining his existing branding (logo, color scheme, and messaging).
A Brand New Web Design
Rob wanted to position his company as one that supported a variety of athletes, from bodybuilders looking to gain muscle mass to cardio lovers who want to refuel during a long run or bike ride. Recognizing that buyers have a choice in this industry, the goal was to illustrate what makes Smartbody Nutrition special, as well as to communicate value and savings for the cost-conscious consumer. We combined these goals with several different ways to showcase products on the homepage, including:
- Hero images in a slider to support major marketing efforts
- Featured products
- Newly added items, whether brand-new lines or additional offerings from popular brands
- Top-selling products, many of which change seasonally
- Highly-reviewed products based on his active customer base and their consistent feedback
Once a visitor has drilled down into the category of their choosing, they are presented with a clean list of products with all key information shown, including cost per serving, a value indicator important for these consumable products. Customers can further narrow their selections through the faceting options presented in the left column, whether they wish to limit their selection by brand, flavor, cost, ingredient, or elements like whether the items are new or on sale.
A tabbed display on the product page provides room for tons of useful information. In addition to the product description, Smartbody Nutrition also gives customers instructions for use, nutritional information and ingredients, and customer reviews. A summary of key elements at the top of the page provides information at a glance, such as the brand, price, savings information, number of servings, and shipping weight.
Although imagery on a nutritional supplements site isn’t as critical as it is on an apparel site, it’s still important to provide photographs for brand and product recognition. Supplements customers are extremely brand conscious, and often, once they find a product that works, they stick with it. Because of this need, we designed the product page to support a single image, but with a sophisticated zoom capability to allow people to see details of the item. This allows a customer to immediately recognize the product as the one that they are looking for and may have purchased in the past.
Site Search and Faceting
Smartbody Nutrition’s on-site search tool is powered by SearchSpring, and provides a seamless interface between Miva Merchant and the search screens. The robust faceting provided by the tool is what drives shoppers’ ability to narrow results on the category pages as well. Using built-in features combined with CSS, we are able to define which facet groups (brand, cost, ingredient, flavor, etc) are shown on different categories.
Ways to Save
One of Rob’s main goals was to provide different ways for customers to save money when shopping at Smartbody Nutrition. We provided a number of mechanisms that support this, such as coupons, free shipping, and a loyalty program where customers accumulate points with each purchase, which they can redeem for a discount on future orders. These offers are communicated throughout the website, starting with the homepage, continuing onto the individual product pages, and even well into the checkout process.
Support for Regular Customers
Repeat business drives Smartbody Nutrition’s success, so we wanted to give customers the tools they needed to easily place regular orders and to know the status of an order they have placed, as they may have a timely need for their products. Once a customer has created an account, he can see his entire order history, including both the specific products ordered and the status of any open orders, along with tracking information. The customer can save his preferred products to his Favorites list for easy reordering. He can also track his rewards point balance to see what savings he can enjoy on his next order.