Landing Pages, Analytics and UX
Big Tree Farms, recognized as the world's largest producer of organic coconut sugar, was previously known as Cabaretti (and then Web Groovin). This company boasts the most extensive and sustainable coconut supply chain globally, positively influencing the livelihoods of over 14,000 organic farmers across Indonesia. They distribute their products through major health food retailers in North America, including Costco, Sprouts, and Whole Foods, as well as online platforms like Amazon and iHerb. To enhance website performance, Big Tree Farms enlisted Cabaretti's expertise, specifically seeking advice from co-founder and Chief Innovation Officer, Frederick Schilling. Our collaboration included launching a Google Ads campaign, which was later suspended when Big Tree Farms decided to stop selling directly through their website. Nonetheless, we continued to provide guidance on website traffic and user engagement.
In our initial analysis of their Google Analytics, we identified several misconfigurations that were providing inaccurate data. After making the necessary adjustments, we monitored user interactions on the site. We observed that product links on their website did not direct customers to specific product pages on Amazon or iHerb, but instead, pointed to broader product categories. To address this issue, we conducted user research and usability tests to identify additional pain points in the purchasing process. Consequently, we revised the landing pages to ensure that each product listed on their website linked directly to the corresponding purchase page on Amazon and other eCommerce sites. This streamlined the purchasing process, reducing buyer confusion and minimizing unnecessary steps.