Since 2019, Anatta has helped Caldera + Lab multiply their on-site conversion rates, 3x their number of landing pages, implement a popular subscription for their product, and expand into new international markets.
Since 2019, Anatta has helped Caldera + Lab multiply their on-site conversion rates, 3x their number of landing pages, implement a popular subscription for their product, and expand into new international markets.
Caldera + Lab & Anatta
The Roadmap
At the start of 2019, Caldera + Lab was primed to build upon the success of their debut product, The Good.
Caldera + Lab chose to partner with Anatta based on a referral.
“The team is experienced across all major platforms as well as the broader eCommerce business perspective. We've worked with a number of agencies and I can say their work and efficiency is top-notch.”
Jared Pobre, Co founder of Caldera + Lab
Conversion rates and average order value mattered to Caldera + Lab, but their primary goal was to use Anatta’s expertise to collect data, test small tweaks, and take their digital presence up a notch. Anatta was tasked with bringing their website to a new baseline from which Caldera + Lab could successfully launch future products.
Resources in action
Anatta deployed one digital team—a UX expert, UI expert, a QA and PM—to optimize existing landing pages and launch into new markets. They implemented light heuristics to bring the site to a new baseline, improving the standard conversion rate by 13%. The average order value increased by 5%.
“With Anatta, we went through meticulous AB testing of every element of the page to determine the content, the copy, and the imagery that is most appealing to our customers. We built out every section of the page to maximize the return on spend.”
Jared Pobre, Co founder of Caldera + Lab
Results
Anatta continued to build out core pages on the Caldera + Lab website. They implemented several key landing pages, including around key holiday promotions. All marketing launches were executed per scope and on time, resulting in 22% rev growth, a 64% conversion rate increase, and a 3% increase to the average order value.
At the start of 2020, with revenue up 158%, Caldera + Lab doubled their engagement with Anatta, launching a second digital team.
Caldera + Lab and Anatta kicked off 2020 with high aspirations: in addition to building more landing pages across the website and creating a skin quiz, Anatta was tasked with implementing a loyalty program—something rare in the men's skincare industry.
The ability for Caldera + Lab to quickly scale their team made it possible for them to get even more done. With the new improvements and additions, Caldera + Lab saw a 15% lift in their average order value. As a result of the loyalty program, their returning customer rate increased by 51%.
“Since men do not typically buy beauty products, we had to explain Caldera + Lab’s benefits using a clear narrative. On top of that, we really went deep into the science and the proof—explaining all the details around certifications and quality. Caldera + Lab’s certifications are some of the best in the industry.”
Nirav Sheth, Founder of Anatta
Optimization and landing page creation continued through the second quarter. Caldera + Lab saw revenue increase by 93%, conversion rates increase by 2%, and the average order value increase by 0.6%.
Optimization
Anatta continued their optimizations into the next quarter. They also began adding new functionality to the website, including implementing Forgot Password functionality for an improved user experience. Anatta helped Caldera + Lab achieve CCPA compliance.
The continued improvements helped revenue rise by another 17%. Meanwhile, the number of returning customers jumped by 45%, with the average order value and conversion rates up 4% and 1.37%, respectively
By the end of 2020, Anatta launched new holiday landing pages and campaigns, added new features for upselling, Esthetician Booking, and gifting. They helped Caldera + Lab expand into two new regions: The UK and Canada.
As a result, revenue rose 63% and conversion rates increased by 9%.
“There's no one working on a part of the site that isn't experienced in that particular area—you know, web development, or content and copywriting—whatever it might be, they have dedicated swim lanes for each one of the team members. And each team member performs exceptionally well”
Jared Pobre
2020 was Caldera + Lab’s best year yet, with a 59% increase in returning customers, a 16% increase in average order value, and a 6% conversion rate increase.
Looking forward
Caldera + Lab and Anatta will maintain their partnership into 2021, with big projects on the horizon. Caldera + Lab plans to keep expanding their green product line, with a continued focus on simplifying the user experience, boosting revenue, and exceeding the high standards Caldera + Lab customers have for the website and product.
The team is experienced across all major platforms as well as the broader eCommerce business perspective. We've worked with a number of agencies and I can say their work and efficiency is top-notch.
