Raw Generation


The Situation

Successful fresh juice company Raw Generation asked us
to help redesign their ecommerce store – we started with
MOBILE first. Why? Because Google is looking critically at
websites – ranking them based off the mobile versions.

Before starting the design process, we requested a
discovery and research period to allow us to examine
their store data. Using data from Shopify, Google Analytics
and Lucky Orange we were able to make data driven
design decisions when redesigning the e-commerce site
for Raw Generation.

The Solution

Based on the data, we knew we had to eliminate as much
scrolling as possible. The new mobile site would emulate
the trend towards swiping that is found on ‘Stories’ on
Instagram and Facebook. Though we didn’t totally get
rid of the vertical scroll, we were able to introduce bi-directional
scrolling. Our desktop redesign would be built
on the mobile version, not the other way around which
is a common way to build sites.

Users would swipe through the site sections instead of
having to scroll. Menu touch elements would be clearly
marked as will the path to purchase. This way it was easier
for users to jump from section to section by scrolling
vertically. Yet they still see what to expect inside each
section by scrolling through it’s content-teasers horizontally.

With desktop following the mobile design we introduced
a new step-based Add To Cart functionality.

The Result:

Results were almost immediate across the site. The period
of adjustment for returning visitors didn’t show any
significant drop off – users quickly adopted the new mobile
bi-directional scrolling and looking at analytics after
one month showed:

Shopify Conversion Rate Results:

  • 23% increase in Add To Cart
  • 3% increase in Checkouts

Google Analytics Results:

  • Ecommerce Conversion rate increase of 5.80%
  • Transactions increased by 5%
  • Revenue increased by 7%
  • Bounce rate from organic search has decreased
    by 15%
  • Mobile bounce rate has decreased from 69.59%
    to 52.75%
  • Desktop bounce rate has decreased from
    55.33% to 44.75%
New product page and mobile step-based pages