Background
- VFS was acquired by 365 Holdings 10/15/18
- The current WooCommerce store is a mess
Market
- 50% mobile 35% desktop 15% tablet
- Most revenue and conversions are on desktop
- 4 Avatars
- Prepper
- Country Living
- Responsible Adult
- Backpacker
- 65% of audience is age 45+
- Audience skews male ~ 60/40
- Competitors - Wise, AugassonFarms, Mountain House, My Patriot Supply
Tech Stack
- Initial Launch on “Advanced Shopify” with eventual migration to “ShopifyPlus” likely.
- Checkout
- ReCharge App on many products
- Orders with and without recurring
- Integrating account management for product selection
- Zipify OCU on most products
- Consumer Financing on some products - Bread
- PayPal - checkout payment method and possible financing
- Reviews - Stamped.IO - fresh start - no history to import
- Loyalty App - Smile.IO
- Wicked Reports, Klaviyo, LiveChat, OptInMonster
Migration
- SEO Issues - site structure, copy, 301s
- WooCommerce Data - Orders, Customers, Products
Pages
- Home - Full function builder with flexible blocks and elements for us to use
- Products on home page
- Need same builder for all /pages/ and ideally the /blog/ posts as well - our team will do all page building
Main Nav
Shop (need to work on wording)
- Food by People
- Food by Time
- Food by Type
- Water / Fire / Power / Gear
Special Offers
- Sales
- Financing
- Subscribe and Save
- Samples
Customer Service
- Contact
- Shipping, FAQ, etc
Brand
- Pillar Content Pieces
- Why VFS - Mission/About
- Social Cause
- Financing
- Nutrition
- Shelf Life
- Comparison
Site Inspiration for main nav
- Best UI/UX - PrimaryGoods - different functionality and design desktop v mobile - Shop focus on Mobile
- Best Structure - Howler Brothers - Shop/Brand/Service/Content framework
Collection Pages
Most sites in our space have very busy and confusing collections. We want a collection experience that is simple and uses easy rich-media filters to sort the collection.
Filters:
- by time
- by people
- by type
Sort by:
- price up/down
- alphabetical up/down
Questions:
- Where to place Copy (SEO)?
- Where to place Media (image/icon/infographic/gif/video)?
- Products per Row Desktop and Mobile?
- Quick View or Quick ATC function or no?
- Reviews Treatment here?
Inspiration:
- OatsOvernight - hero image based filters
- MountainHouse - iconography based filters
Product Pages
Buy Box
- Financing and Subscription Implications - mobile and desktop
- Multiple Check Box Upsell - mobile and desktop (up to 4?) - modal
- Benefit Description Sub-Title (Reviews / sales copy)
- Klaviyo Out of Stock Integration
- Reviews Treatment?
- BIG CTA buttons
- Image Gallery Functionality & Requirements?
- Messenger Abandonment Checkbox
Rich Media Page Elements Need
- Hero Gifs (cooking demo etc)
- Nutrition Info - BIG topic to solve for
- https://apps.shopify.com/nutrition-facts ?
- https://www.accessdata.fda.gov/scripts/interactivenutritionfactslabel/#intro
- https://www.legacyfoodstorage.com/products/183-serving-mega-sample-pack#nutr-info
- Unboxing/Reviews/UGC Video
- Infographics
- Long for Benefit Blocks and Copy
- Stamped.IO Reviews
CTA buttons
- Control on Isolation Effect, Perceived Actionability, and Text
- Floating size, text, and functionality
- Risk Reduction Elements
Inspiration:
- Organifi - strong buy box & long form
- Biotrust - strong buy box & long form
- SoloStove - media rich page elements
- HiSmile - tabbed iconography product details
Cart
- Cart URL - Similar to KZ
- No email block capture or offers
- BIG CTA focus
- Control over text elements and colors
- Risk reduction on CTA buttons
- Inspiration - Oars and Alps Cart modal
- No Qty adjustment
- Isolation effect with strong colors from the brand
- Opacity behind the modal
Footer
- Minimal Design - ability to place trust icons / risk reduction element in a row
- Same email Capture functionality as KZ - OIM element block with control by page type
- PP
- TOS
- About
- Contact/Support
- Trial/Sample
- FAQ
- Shipping/Returns
- Affiliates
- Financing/Subscription
- Blog/Content
- Loyalty/Referral?
