Case study

British Supplements

CLIENT: British Supplements
TIMELINE: 15 days
HEADLINE RESULT: Up to 47% increase in conversion rate

Services

Landing Page Design
CRO

Building a high-converting Shopify experience for paid traffic

British Supplements is a UK-manufactured supplement brand selling direct to consumer on Shopify. Its Vitamin D3+K2 formula is one of the brand’s flagship products, and its standard product page is built for a shopper already considering the brand: a full founder-written brand story, a detailed “us versus them” comparison against competitors, and thousands of customer reviews. Conxept designed and built a separate, focused landing page for this product so paid traffic gets a shorter, faster path to purchase instead of the long, research-oriented page meant for a different kind of visitor. The page was designed in Figma and built on Shopify in 15 days, delivering up to a 47% increase in conversion rate.

The challenge

Visitor intent Conversion friction

01

One page serving two different visitors

British Supplements' standard Vitamin D3+K2 product page includes an extensive ingredient comparison against brands like Holland & Barrett and Vitabiotics, a full brand story from the founder, and over 3,000 customer reviews. That depth suits a shopper already researching the brand. It asks more of a first-time visitor arriving cold from a paid ad, who has to scroll and read a lot before reaching a clear reason to buy.

Paid traffic Conversion intent

02

No dedicated destination for paid traffic

Before this project, paid campaigns for the D3+K2 offer ran to that same standard product page. It carries full site navigation and links to other products, with enough scroll depth that a visitor arriving from a cold ad could lose their place before reaching the add-to-cart button. There was no page built to hold a paid visitor's attention on a single offer.

- The Approach

Conxept designed and developed a dedicated Vitamin D3 + K2 landing page, taking it from a conversion-focused Figma design to Shopify development with Shogun. The page prioritized dosage, quality claims, competitor comparisons, and social proof while removing distractions and keeping the add-to-cart action visible. Conxept also improved page speed to above 80 and used GA4 and Hotjar to track behavior, identify friction points, and refine the experience based on real visitor interactions.

Restructuring the Conversion Path

Shopify Development

Measurement and Testing

Impact & Outcomes

Results

The shorter, single-offer path lifted the add-to-cart rate by up to 70%, getting more paid-traffic visitors to actually put the product in their basket before the standard site's page-wide navigation could pull them elsewhere. A faster build, with a page speed score above 80, kept those same visitors from dropping off before the page even finished loading. Together, that flowed through to the 47% increase in overall conversion rate, as the condensed trust signals (the comparison table and top testimonials) gave visitors enough reason to complete checkout without needing the full depth of the standard product page.

Up to 47% increase

Conversion rate

Up to 70% increase

Add-to-cart rate

Improved to 80+

Page speed score

Takeaway

Design decisions, measured in results.

This project shows how Conxept treats a single high-traffic product differently depending on how a visitor arrives. Rather than sending paid traffic to the same page built for a shopper already considering the brand, the team designs a separate landing page around the same product and brand voice, and makes sure it loads fast enough to keep that traffic from leaving before it converts. For a prospective client, that’s the model: the page changes to match the visitor.

- Testimonial

“Conxept completely transformed our Vitamin D3 + K2 landing page. From the Figma design and conversion-focused page structure to the Shopify development and performance optimization, every detail was built around turning paid traffic into customers. Their data-driven approach with GA4 and Hotjar also helped us identify friction points and continuously improve the customer journey.” - Gabi San Thiago

What next?

CRO

American Dream Nut Butter

Design

The Influence Room

CRO

LightenUP Plus

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