Success in partnership

Thesis Aims to Regain Focus & Clarity

Since 2017, Thesis has positioned itself as an innovative Nootropics brand — offering personalized formulas to support a wide variety of lifestyle needs.

Prior to partnering with Anatta, Thesis had moved to a headless storefront that would complement their Product Quiz funnel. Thesis’s Product Quiz acts as a unique product discovery experience for customers. A headless site was meant to scale the product quiz and make it a staple of the brand's UX.

But, as the headless site continued to break, it became clear that maintaining the site was too demanding.

And the parts of the business Thesis wanted to focus on weren’t able to move forward. Like optimizing their Product Quiz and taking on a new site design to match a recent re-branding.

“We had a team we outsourced our tech to. But all of their work would turn into bugs that I would then be up late trying to solve myself. I’d be sending them pictures of issues I found on the website and watching YouTube videos trying to put out the fires. The team just wasn’t consistent.”

Dan Freed, CEO & Founder at Thesis

After meeting with Nirav and the Anatta team, Thesis was convinced that a Shopify Plus site would be easier to manage. A Shopify Plus store would also empower Thesis to re-prioritize its intended roadmap. Anatta was onboarded as Thesis's DTC partner shortly after.

Thesis and Anatta began their partnership in Q2 2022 with a Shopify Plus platform migration as the leading priority.

For the replatform, Thesis partnered with a Project Manager, UI Developers, Quality Assurance, and an Applications Engineer from Anatta.

Anatta’s team kicked off the first sprint by assessing Thesis’s site needs. Anatta then began compiling critical store data. Anatta’s goal was to ensure as smooth a migration as possible. That way, Thesis customers wouldn’t encounter a single gap in brand experience.

The migration process from Thesis’s Chord-based headless architecture to Shopify Plus gets underway...

Anatta’s key priority in the migration was setting up the Thesis site for scalability and future growth. Custom features, like the Thesis product quiz, needed the ability to scale seamlessly as the brand continued to attract more customers.

“While our frontend team was focused on carrying over the site’s visual elements, we spent a lot of the time really digging deep into the backend to make sure that everything we were choosing would let Thesis scale and try different things.”

Gabe Webb, Project Manager at Anatta

Reaching the end of Q2, Anatta prepared to launch the new Thesis site on Shopify Plus. Anatta also dedicated considerable time to ensuring the Thesis product quiz would remain intact. And that conversions did as well.

At the end of June 2022, Thesis was successfully launched on Shopify Plus.

With both teams energized from Thesis’s migration to Shopify Plus, entering Q3, Anatta began developing a fully custom Build Your Own Box feature. The BYOB feature aimed to boost the personalization of Thesis products for new and returning customers.

Following the BYOB build, Anatta and Thesis kicked off Q4 2022 with a full site redesign. Both Anatta and Thesis wanted to create a stronger unity between the existing Thesis site and their latest re-branding.

Coordinating closely with the branding agency Thesis had hired, Anatta began building out reskins of store pages.

The goal of Anatta’s reskins was to confirm the projected KPI increases from a new page's design without impacting customer engagement or conversions. Anatta also launched A/B tests for each newly designed page to make sure customers were engaging with the updates.

“We made sure that we had a lot of processes in place so that there was no confusion around who was doing what, making sure that we were collaborating efficiently with both Combo—the branding agency Thesis was working with—and the Thesis team as well.”

Teonna Dyer-Johnson, Managing Director at Anatta

“For the site rebrand, we had hired another agency. They’re great designers, but they didn’t necessarily understand CRO or eCommerce best practices. We leaned on Anatta to own that side of the redesign and to help us maintain conversions.”

Maranda Lujajohnson, Director of Special Projects at Thesis

Anatta continued working closely with both Combo and Thesis, aiming for 90% or more of the redesign to be completed by the end of Q2 2023.

By the end of Q2 2023, the new pages of Thesis’ site were live.

From March of 2022 to March 2023, Thesis’ conversion rate rose 69%.

Looking forward…

Through the rest of 2023, Anatta plans to reimagine Thesis’s customer portal. The changes will allow customers to customize their subscription plan. And track ongoing experiences with Thesis blends in a personal journal. Anatta has also launched more than 18+ CRO tests that are projected to meaningfully increase Thesis's annual revenue.