CARIUMA partnered with Anatta at the beginning of 2019. Together, they were able to quickly grow the CARIUMA brand, improve conversions, and expand to new markets.
CARIUMA partnered with Anatta at the beginning of 2019. Together, they were able to quickly grow the CARIUMA brand, improve conversions, and expand to new markets.
CARIUMA & Anatta
CARIUMA was just starting to gain traction at the end of 2018.
In the same way, they didn’t want to cut any corners when it came to finding an eCommerce partner.
“We wanted a thought partner to help us make decisions, to question us when we need to be questioned, and to execute. When people look for agencies, they're just looking for execution. We wanted the full package.”
Felipe Araujo, Chief Digital Officer at CARIUMA
“David and Fernando are two of the most focused entrepreneurs we've seen. Right away we saw their vision and chose to move forward with them.”
Nirav Sheth, Founder of Anatta
CARIUMA employed one UX resource, one UI resource, and a PM from Anatta. The team went right to work with a code base audit, followed by major UI bug fixes, usability testing to bring the site to a baseline, and designed landing pages for an upcoming promotion.
“We had some quick wins in releasing new pages and improving the site speed. There was this initial good momentum and we could see early results… It was fundamental in the beginning to push. Then we entered in a good cadence. Now it feels like one team—we really have fun together.”
Felipe Araujo, Chief Digital Officer at CARIUMA
International expansion began the next quarter.
The Anatta team launched a website for China and an international website as well.
They also designed other key pages like the Two Trees Planted initiative a sustainability page, and their philosophy page.
Meanwhile, they performed overall UX tests to increase conversion rates and average order values.
Rates improved across the board.
“We like the flexibility of working with Anatta because of the size of the business—and the business growth that we’re seeing. On a personal level, our interactions have always felt very positive. Frankly, the folks at Anatta have become more like an extension of our team.”
Felipe Araujo, Chief Digital Officer at CARIUMA
CARIUMA employed one additional UI resource from Anatta in Q3. The team doubled down to enhance eCommerce features across the website, through both integrations as well as new marketing and international landing pages.
Conversion rates and average order value continued to climb.
An additional UX resource was added the next quarter, as well as a part-time QA.
With their six-person team, CARIUMA produced many additional marketing landing pages, performed an email funnel audit (and update), and tested features in their Cart.
“The site is definitely more polished than back then. We thought we had this great site—and we did—and it worked and functioned. But now things are smoother, with an easier path to conversion. The conversion rate has really taken off— especially this year— to hit our upper target.”
Felipe Araujo, Chief Digital Officer at CARIUMA
Conversion rates and revenue continued to grow as the Anatta team doubled down on their optimization efforts, providing many new landing pages for various campaigns, markets, and even some of CARIUMA’s core pages. In addition, the team optimized many pages for speed, and helped CARIUMA gain CCPA and privacy compliance.
Anatta and CARIUMA finished out their second year with a continued push on conversion rate optimization. They tested and iterated often, taking an ever-focused and personalized approach to reaching their audience
They finished the year with improved conversion rates and returning customer rates up 38% over 2019
“With COVID, this was a challenging year for everybody. Anatta was very flexible and also thought very much for the short term and long term. They considered what could make an impact now and what we should pay attention to going forward. The business entered COVID as a healthy business and we are exiting it as a thriving business. And a lot of that is because of partners like Anatta and their flexibility to work with us in this new environment of uncertainty.”
David Pyton, Founder, CARIUMA
CARIUMA and Anatta will continue their partnership into 2021, with an eye on greater personalization and further expansion into international markets—as CARIUMA continues to break new ground in the field of ethically-sourced footwear.
Our logo is starting to mean something more to people. This new phase will require a much more complex understanding of the customer journey. In this new phase, personalization and consistency along different points on the website will be key. There will be a shift in the kind of conversation we're having with the Anatta team, as well. And I'm very curious and excited to see that unfolding.
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