Case study

American Dream Nut Butter

CLIENT: American Dream Nut Butter
TIMELINE: 3 to 5 months
HEADLINE RESULT: Up to 36% increase in conversion rate

Services

UX Design
Shopify Development
CRO

Building a digital experience designed around growth

American Dream Nut Butter runs on Shopify, but the site had two problems working against it. There was no consistent brand system, so pages looked different depending on when they were built, and the product pages were not structured in a way that moved visitors toward a purchase. Conxept rebuilt the brand guidelines, restructured the product detail pages, improved site performance, and layered in data-driven testing and email automation. Conversion rate increased by up to 36%, alongside gains in mobile performance and a lower cart abandonment rate.

The challenge

Brand system System clarity

01

Inconsistent brand presentation

There were no defined brand guidelines governing color, typography, spacing, or imagery. In practical terms, this meant every new page or campaign was built a little differently, which made the site feel less trustworthy and slowed down future development.

Product detail Conversion clarity

02

Underperforming product pages

The product detail pages (PDPs), the pages a visitor lands on when they click into a specific product, were not laid out to answer the questions a shopper actually has before buying nut butter online: what is in it, why is it different, what do other customers think, and how do I buy it. Without that structure, visitors were leaving before converting.

The Approach

Conxept built a formal brand guideline covering color palette, typography, spacing, button styles, and imagery treatment. This gave every page, current and future, a consistent visual language. In plain terms, this is the rulebook that keeps the site looking like one cohesive brand rather than a patchwork of pages built at different times.

PDP Restructure

Shopify Development and Performance

Measurement and Testing

Impact & Outcomes

Results

The three workstreams reinforced each other. The brand guidelines made the site feel more credible, the PDP restructure gave visitors the information they needed without extra clicks, and the performance and mobile work removed friction, especially for the majority of visitors browsing on a phone. Klaviyo's recovery flows then caught a portion of the visitors who still left without buying. Together, this combination is what drove the conversion rate up by as much as 36%, alongside measurable gains in mobile performance and a reduction in cart abandonment.

36%

increase in conversion rate

36% → 77%

Mobile Performance

-21%

Cart Abandonment Rate

Takeaway

Design decisions, measured in results.

This project shows what happens when design decisions are paired with real measurement. Rebuilding the brand system and product pages solved the trust and clarity problems. Setting up GTM, GA4, and Hotjar meant every change could be checked against actual visitor behavior instead of guesswork. Klaviyo closed the loop by recovering visitors who almost converted but didn’t. The result was not just a better looking site, but a measurably better performing one.

- Testimonial

“Conxept brought clarity and consistency to our brand. The new guidelines made it easy for our team to create every page with confidence while keeping the entire website polished and cohesive.” - Hew Moore

What next?

Design

The Influence Room

CRO

LightenUP Plus

CRO

British Supplements

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We build the plan around your number
Your strategist turns that research into clear recommendations for how to move the number you care about, whether that’s revenue, leads, or calls.
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“Conxept has been a true extension of our team. They focus on what
actually drives growth, not just delivering reports. Every recommendation has been practical, strategic, and backed by measurable results.”
— Marketing Director, E-commerce Brand