Berkey Filters is the leader in water purification, setting the international standard for water filters used in clean or hostile filtration environments.
Berkey Filters is the leader in water purification, setting the international standard for water filters used in clean or hostile filtration environments.
Berkey Filters & Anatta
The Roadmap
In the mid-2010s, Berkey Filters began to enter a whole new target market: health and wellness.
“By 2018, we had really started to see some success in this space. That’s when we started speaking with Anatta,” Parker Emerson, Brand Manager at Berkey Filters, explained.
“Our entire intention in working with Anatta was to bring the brand, from a website and usability perspective, up to standard.”
Resources in action
Berkey Filters had been introduced to Anatta through a referral. They began their engagement by employing one UX resource, one UI resource, and a part-time project manager.
Rebrand and replatform
The first major project was a full website rebrand and replatform from Magento 1 to Magento 2.
“We had to figure out how to present a fairly complex product and break it down into easily digestible steps for people to purchase.”
“Victor Bejar, UX Director at Anatta, really helped us understand the customer journey better, building sales funnels for us that were a lot more appealing and effective.”
One of Berkey Filter’s primary challenges was converting mobile traffic. “We had a ton of mobile visitors. But as we followed the attribution, people that started on our website on mobile would later visit on their desktop device in order to make a purchase. But we saw that interaction go away once we started working with Anatta.”
Parker Emerson, Brand Manager at Berkey Filters
Optimization and results
Once the new website design was live, stakeholders were excited about the brand and UX. Anatta spent the next quarter focused on structure- and conversion optimization, with an eye toward increasing Berkey Filters’ average order value.
“By the end of 2018, they saw a 24% lift in conversions and a 16% lift in average order value. Bounce rates also dropped.”
eCommerce insights
After dropping some of the requirements that tied their website to Magento, the team made the decision to move to Shopify Plus. “Nirav had a really strong suggestion that in order to stay modern and to stay afloat, we had to make the switch to Shopify Plus.”
In the second half of 2019, Anatta focused on improving Berkey Filters’ analytics (which they achieved with 98% accuracy in data from GA to Shopify Plus) and launching a B2B experience site.
“We just continued to see a ton of success and a ton of increased conversion numbers, from not only desktop which was our bread and butter, but also mobile which was now eclipsing desktop conversions. Modernizing and becoming mobile-first has not only increased conversions, but it's helped our marketing make a lot more sense. We've seen huge efficiency increases in our AdWords, Facebook, and Instagram ad spends.”
Parker Emerson
“The work they do doesn't stop at the time you stop working with them. The things that we built with Anatta keep paying off because they are huge long-term assets for us. Anatta has really helped us along our journey by transforming the brand,” said Parker Emerson.
2018 was one of our biggest growth years—two points shy of 100% YoY growth. I largely attribute this growth to the work Anatta did on the site: optimizing the customer experience and making the brand mobile-first.
