Gains in Bulk came to us with a robust catalogue of high quality fitness and wellbeing supplements that they needed to showcase for shoppers. Depending on the contract, a web project for us isn't a one time thing. We monitor the results & continue to optimize for our full service clients - meaning that we use the real-time data taken from the page to upgrade, tweak, and perfect the project. A website, especially an e-commerce website, isn't a static thing. It needs to live and breathe and adapt to the customers, who more and more are expecting a customized shopping experience.
As Gains is one of the few brands that actually use a third party to test the purity, safety, and quality of their supplements, we felt lucky to be helping promote an elite caliber product. The challenge was to get the word out and show the visitors to the site what Gains was all about.
Show me - don't tell me!
Each section of a product story needs to have a clear message / goal, be honed to the minimal amount of information necessary to get that point across, and then flow seamlessly into the next. Visuals are vital for this as a text-heavy product story will usually have people swiping next or leaving the page. We had to balance the explanation of the benefits and applications of each product with the actual attention span of a potential customer - basically take them on a journey through the page and give them plenty of options to click 'Add to cart'.
Websites should be living documents; if they stand still they start to fall behind the competition. We run split tests for Gains to see which visuals, colors, & copy are performing the best and tweak as needed. Also, a little movement can do wonders to make a website feel more responsive; we added animation to the home page buttons to encourage engagement. These micro details give a site a more custom feel and are worth the extra coding.
Personalized shopping & social proof
Increasingly, customers expect a personalized shopping experience. They want tailored subscriptions, the ability to bundle and save, and to have access to thousands of relevant reviews that they can browse through to assure themselves of the quality of the product. We made sure to show social proof that Gains supplements were the real deal and to provide multiple buying options for each product.
