Incredible Flavors is one of the leading gourmet condiment and spice company that offers hand-blended, international-inspired products made from organic sourced and sustainably grown ingredients. Famous for their quality and culinary innovation The brand has quickly earned a devoted following from gourmets, home cooks and health-conscious customers. With an ever-growing product range and an ever-growing marketplace on the internet, Incredible Flavors realized they needed a robust visual platform focusing on conversions to increase the size of their business.
Their goal was more than the launch of an online store but they wanted to create a seamless online experience that could handle the large volumes of traffic, teaching their customers, telling captivating stories, and most importantly, converting first-time customers into brand-loyal customers. They teamed up with WebGx to lead this transformation.
Prior to the partnership together with WebGx, Incredible Flavors was using an ordinary eCommerce platform that lacked functionality and visual sophistication. It was not able to reflect their distinctive brand and wasn’t scalable enough to handle the growing demand. Some of the major issues are:
The site was slow to load times, with an average of 6-8 seconds. This led to high bounce rates and low SEO rankings. The design was not well-organized, which made impossible for visitors to locate recipes or products easily. This caused discontent and decreased engagement which directly affected conversions.
As for aesthetics, the site appeared outdated and didn’t convey the authenticity of the brand’s crafty image. The visual dissonance between quality packaging and the website caused a disorienting experience for customers, causing damage to the trust in the brand.
Over 70% of users were on smartphones, however the mobile version of the website was not responsive and functional. A lot of layouts were broken or impossible to use for smaller screen sizes hindering the potential buyers.
A checkout procedure was a crucial issue. It was a multi-step process that was confusing and frequently led to abandoning carts. In addition, the company’s extensive product recipes and stories were scattered across multiple pages with no structure which resulted in missed opportunities to increase customer engagement as well as SEO performance.
The frequent downtime of broken links, conflicting plugins, and the lack of control of the backend made maintenance an ongoing challenge for the team within. These limitations weren’t just frustrating, they actually held the business back, while competitors offering lesser-than-awesome products gained momentum with their superior online presence.
Incredible Flavors was aware that it was the right time to undergo complete digital transformation.
WebGx took on the task from a holistic approach, going beyond just a redesign. We provided a complete, all-in-one digital solution that included UX research and design for custom UI/UX Full-stack development, Third-Party integrations, optimization of performance, and maintenance after launch.
Our objective was to create an eCommerce platform that was not only speedy and extensible, but also packed with warmth, authenticity and culture that define our Incredible Flavors brand.
We began with in-depth user study to learn about the primary users and how they interact with food-related brands on the internet. Based on this information we designed an architecture focused on conversions that stressed storytelling, education about products as well as seamless purchasing journeys.
We also worked on improving efficiency in operations. This included automating workflows, the integration of logistics and CRM platforms, and allowing clients control over their own operations through an intuitive, modular CMS.
Our Strategies
Our design team crafted the visual language that was inspired by the earthy packaging of the brand with an artisanal feel and the storytelling of its culture. Utilizing large images of the product with warm colors, as well as contemporary typography, we created an elegant and inviting user experience that was a hit with those who love food.
From the backstories of ingredients to the rich recipes, each interactive and visual element was meticulously designed to establish trust and emotional connections for users. Interactive features like Micro-movements, hover effects or collapsible content blocks made the browsing experience easy and effortless.
Wireframes with high-quality resolution were created as well as interactive prototypes. We shared them with the stakeholders at each phase to assure alignment, and collect feedback. This process of iteration helped us improve the user experience before the design even began.
With more than 70% of the users who access the website via mobile devices We designed and built the platform with the mobile-first method. Responsive design was incorporated into every aspect, ensuring rapid loading time, smooth functionality and optimal readability across any size screen.
Particular attention was paid to ease navigation on mobile devices to ensure quick-resizing product galleries and to reduce friction during the purchase. The result was that the mobile user experience saw a huge improvement after launch.
We selected a flexible tech stack to create Fantastic Flavors. React.js as the interface, Node.js as server-side functionality as well as MongoDB to store backend data. This allowed us to achieve an ability to scale and the speed needed to provide advanced features such as real-time search and dynamic filtering of products, and personalized suggestions.
Customers can easily reorder previously purchased items, join their most-loved spices, create wish lists or gift boxes. We also offered international shipping and multi-currency options to help support growth across the globe.
The platform was incorporated with third-party tools that are essential to aid in logistics, marketing as well as customer service. Payment gateways such as Stripe, PayPal, and Afterpay provided a simple payment. We partnered via ShipStation and EasyPost to streamline ordering fulfillment.
For CRM and marketing automation, Klaviyo and Mailchimp were linked to the database of users which allowed for targeted and precise segmentation. WebGx also installed robust analytics tools, such as Google Analytics and Hotjar for live tracking of user behavior in real time.
We created a quick SEO-friendly, SEO-friendly base by implementing clear semantic HTML and well-structured product schemas with optimized metadata, as well as alt text. We used lazy-loading, code splitting and cache preloading in order to get page loading times less than 2 seconds.
We developed a complete internal linking strategy that connects with related products, recipes, and blog posts, which increases the engagement on our site and decreases bounce rates. Our team also studied topics that are SEO-friendly, such as “Benefits of Turmeric” and “Indian Cooking Spices” to increase organic traffic.
Recognizing the patterns of repeated purchases of products such as the chai powder and chai blends We introduced an e-subscription module that is flexible. Customers can control their subscriptions and stop deliveries, or switch products directly through their account dashboard.
We also created and launched a loyalty program based on points program that paid customers for reviews, referrals and for repeat purchases. The combination of incentives and convenience greatly increased the retention of customers and value over time.
WebGx continued to provide support for Incredible Flavors after launch with 24/7 monitoring of uptime as well as performance audits and continuous rollouts of features. We offered regular security and plugin updates, bugs, fixes for bugs, as well as A/B testing assistance to improve CRO functionality.
Our partnership extended to marketing assistance to help clients improve their landing pages, evaluate the performance of campaigns, and develop new content strategies for the season that are aligned with trends and customer behavior.
Discovery & Research:
We also conducted workshops for the audience as well as market benchmarking, site audits, as well as review of performance. A gap analysis of keywords identified opportunities for product-led and blog-led SEO growth. This information informed the content and structure of plans.
Design & Prototyping:
Customized user interface kits, homepage as well as PDP mockups, as well as accessibility reviews were used to ensure that the design could be scaled as well as brand-aligned and accessible. Interactive prototypes were compared with real-world users to confirm the user experience.
Development:
A modular codebase enabled rapid development and flexibility over time. All templates were mobile-first, with modular parts as well as CMS integrations. The APIs for real-time inventory and logistics were seamlessly integrated for the latest accuracy.
Quality Assurance & Testing:
Our team conducted extensive QA across all devices and browsers and simulated load scenarios. We also tested accessibility, and carried out manually testing of checkout functionality to ensure smooth user journeys.
Launch & Support:
Zero-downtime deployment, live data migration and tests that were instant post-launch were immediately followed by weekly performance reports and roadmap discussions to ensure continuous improvement.
“WebGx completely reimagined what our brand could look and feel like online. From the first call, they understood our voice, our mission, and our pain points. The site not only looks stunning–it works flawlessly. Our customers love the experience, and our metrics speak for themselves. It’s more than just a website; it’s the foundation of our digital success.”
— Amira Malik, Founder & CEO, Incredible Flavors
