How NatPat Boosted Conversions by 78% with Strategic CRO Enhancements

NatPat, started in 2020 is a wellness brand that specializes in natural health and wellness patches designed for children and adults. The brand offers a range of products aimed at improving focus, sleep, respiratory relief, and protection from outdoor elements like mosquitoes. NatPat prides itself on providing effective, chemical-free alternatives for families seeking natural solutions to everyday wellness needs. With growing brand awareness and a loyal customer base, NatPat was well-positioned for growth, generating around $6 million in revenue, but needed to optimize its eCommerce experience to fully capitalize on its increasing traffic.

Initial Challenges Faced by NatPat

1. Low Conversion Rates: Despite their brand appeal and traffic, NatPat had a 1.8% conversion rate, well below industry standards for wellness and health-related eCommerce brands.
2. High Cart Abandonment: With a cart abandonment rate of 70%, NatPat was losing a significant portion of potential customers who were adding products to their carts but not completing purchases.
3. Mobile Performance Issues: Over 60% of their traffic came from mobile devices, yet slow load times and difficult navigation resulted in a high mobile bounce rate, contributing to poor mobile conversions.
4. Unoptimized Product Pages: NatPat’s product pages lacked compelling content, such as customer reviews and dynamic images, which are key elements in driving user engagement and conversions.
5. Generic Landing Pages: Their landing pages lacked personalization and did not cater to specific customer segments. First-time visitors, for instance, were shown the same content as returning customers, reducing the effectiveness of landing pages in driving conversions.

Strategy: CRO Tactics that Transformed NatPat’s Website

NatPat collaborated with a CRO-focused agency to address these challenges through data-driven strategies. The agency revamped key aspects of the website, focusing on improving the landing page experience, optimizing product pages, and simplifying the checkout process.

Here’s how t NatPat’s online experience was transformed:

1. Landing Page Optimization:

The landing page is the first interaction potential customers have with NatPat, and it was critical to make an immediate impact. Prior to optimization, the landing page was generic and lacked a compelling hook. The redesigned landing page focused on several key CRO principles:

• Clear Value Proposition: The new landing page featured a strong incentive—“Up to 45% off + Free Shipping”—right at the top. This discount offer was prominently displayed in a bold, vibrant section, immediately providing visitors with a reason to explore further. Incentives like this are known to reduce bounce rates and improve time on site, a key factor in driving conversions.

• Dynamic Hero Section: The hero section featured not only the discount offer but also engaging visuals showing NatPat’s patches in action. Playful family-friendly illustrations, paired with real-world imagery, connected with NatPat’s target audience—parents looking for wellness solutions for their kids. This emotional appeal is essential for capturing attention and encouraging further site exploration.

• Segmented Categories: Directly below the hero section, a “Shop by Category” section was added. It made it easy for users to self-select and navigate through product collections, such as Outdoor Protection, Wellness & Cognitive, and Pets. Clear segmentation ensures that visitors can find what they need without unnecessary steps, improving UX and reducing friction points.

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• ‍Social Proof and Media Mentions: The landing page also featured a “We’re in the News” section, showcasing media mentions from trusted publications like NBC and Fatherly. Social proof is a proven CRO tactic that increases trust with new visitors and boosts conversion potential, especially in industries like wellness, where trust is critical.

2. Mobile-First Redesign:

With over 60% of traffic coming from mobile, NatPat’s mobile experience needed a complete overhaul. The agency took a mobile-first approach to the redesign, focusing on:

• Optimizing Load Times: Image compression and optimizing backend code led to a 30% improvement in mobile load speeds. This significantly reduced mobile bounce rates, which had previously been alarmingly high due to slow loading times.

• Sticky CTAs: Sticky call-to-action buttons were implemented across the mobile version, ensuring that users always had an opportunity to add items to their cart no matter how far they scrolled.

• Simplified Navigation: The mobile navigation was streamlined, reducing the number of clicks it took to find a product. As a result, mobile conversions improved by 35%, a clear win for a traffic-heavy mobile audience.

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3. Product Page Optimization:

The product pages were another critical area for improvement. Previously, these pages were text-heavy, lacked engaging visuals, and didn't provide enough information to convert visitors into buyers. The changes included:

• Concise, Benefit-Driven Descriptions: The new product descriptions were rewritten to focus on benefits, not just features. For example, instead of listing ingredients, the new copy explained how NatPat’s patches could improve wellness for kids and adults, creating a clearer emotional connection with users.

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• User-Generated Content (UGC): NatPat integrated customer reviews and testimonials directly on the product pages. Studies have shown that product pages with reviews convert 270% higher than those without, and this proved true for NatPat as well, with product page conversions increasing by 22% post-optimization.

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• High-Quality Visuals: The CRO agency added lifestyle images showing customers (kids and parents) using the patches in real-world settings. This visual storytelling was critical in helping customers relate to the product, leading to a 25% increase in engagement on these pages.

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4. Checkout Process Simplification:

NatPat’s multi-step checkout process was a major friction point that contributed to their high abandonment rates. The agency addressed this by:

• Implementing a One-Page Checkout: The checkout process was condensed into a single page, eliminating the need for multiple steps. This change alone resulted in a 25% reduction in cart abandonment, with more users completing their purchases.

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• Adding Guest Checkout: Many users prefer not to create an account when checking out, so NatPat introduced a guest checkout option. This simple change had a 15% uplift in completed transactions, as users appreciated the flexibility and ease.

Results: Boost in Conversions, AOV & User Engagement

By implementing these CRO strategies, NatPat saw significant improvements in key performance metrics:

• Conversion Rate Increase: NatPat’s overall conversion rate rose from 1.8% to 3.2%, representing a 78% improvement in just three months.
• Cart Abandonment Reduction: The simplified checkout process reduced the cart abandonment rate from 70% to 50%, a major win in their CRO efforts.
• Higher Average Order Value (AOV): By incorporating personalized upselling strategies and a better product experience, NatPat’s AOV increased from $85 to $105, marking a 24% increase.
• Mobile Conversion Boost: The mobile-first redesign led to a 35% increase in mobile conversions and a 20% reduction in bounce rate, allowing NatPat to better capture the value of their mobile traffic.
• Improved Product Page Engagement: Product page optimizations, including UGC and high-quality visuals, increased time spent on these pages by 25% and boosted add-to-cart rates by 22%.

Conclusion

Through targeted landing page optimizations, a mobile-first design overhaul, and a streamlined checkout process, NatPat transformed their eCommerce performance. By identifying the key friction points in their user journey and addressing them with data-driven solutions, NatPat significantly boosted its conversion rate, reduced cart abandonment, and increased AOV. The improvements not only provided an immediate lift in sales but also laid the foundation for sustained growth in the competitive wellness industry.