Founded by Casyo and Sasha, and born from a genuine desire to steer away from harmful ingredients, which exist in many baby products. Nala's Baby provides parents with safe, gentle, and naturally derived skincare essentials for newborns and young children.
The brand prides itself on a commitment to natural ingredients and positions itself within the competitive baby care market with a strong focus on nurturing, thoughtful care.
The Challenge
The team at Nala's Baby wanted to better understand their diverse customer base and the motivations behind their purchases. This insight into shopping trends would inform targeted marketing initiatives and drive product development, specifically the expansion of gifting options.
Additionally, customer research data revealed that 93% of users access the site primarily via mobile devices. This necessitated enhancing the overall shopping experience across platforms, making it intuitive and effortless, with clear calls to action especially crucial for their mobile-first customer base.
Lastly, they wanted to increase their product offerings with an increased focus on gifting while maintaining their commitment to a simple and uncluttered online experience. Effectively conveying the brand story, celebrating their awards, highlighting unique selling points, and integrating expert parenting advice were all integral to achieving this broader customer-centric experience.
The Solution
Squashed Pixel collaborated with Nala's Baby to create a seamless, user-friendly shopping experience, a mobile-first design ethos being employed, placing intuitive, visually-driven navigation for easy product discovery at the forefront. Implementing tools like Klaviyo's post-checkout questionnaires mean they gained valuable insights into purchase trends.
'Shop By Product' and 'Shop By Gift' navigation pathways were added to address these distinct buying preferences. Nala's Baby also wanted to support their growing emphasis on multi-channel marketing such as TikTok, Instagram to drive this objective, customisable landing page templates were integrated to accommodate campaign-specific traffic. Squashed Pixel strategically enhanced avenues for the promotion of user-generated content (UGC) throughout the site, including reviews, social media shareability, and integrations with platforms like TrustPilot.
To increase overall conversion and customer engagement, valuable features like product comparisons, prominent social media links, and subscription plans with added membership benefits were carefully developed and implemented.
The Results
Through collaborative efforts, Nala's Baby have seen significant improvements in website engagement. Metrics like longer average time spent on-site have increased by 11% compared to the previous year, more positive engagement on social media and increased sales all point to a positive user experience. Even better, returning customers are up 6% and most impressively, the conversion rate is now up 11% compared to the previous year.
Data collected indicated an undeniable correlation between the focus on gifting and growth in revenue: sales of gift bundles and gifting-related products rose by a notable percentage. Customer insights obtained through various research tools will lead further actionable initiatives.
Armed with concrete data demonstrating purchase habits, and detailed customer feedback, Nala's Baby can now tailor their product development accordingly.