Case Studies July 28, 2025

How a Full eCommerce Rebuild Spurred Growth for Rao’s Homemade

A complete e-commerce overhaul for iconic brand Rao’s Homemade fixed their low-converting, technically flawed site. Our new user experience and custom WooCommerce backend drove a +120% increase in conversion rate and a -55% reduction in page load time. See how in the full case study

About Rao’s Homemade

With WooCommerce web development and branding, BSA improved the digital outlook, driving more sales.

The Rao family began creating authentic Italian pasta sauces served in Rao’s legendary New York restaurant, and later at Rao’s Las Vegas and Rao’s Los Angeles, quickly becoming the world’s leading brand of premium pasta sauce. Short of licking your screen, we challenged ourselves to bring the legendary flavor to the digital frontier.

Services Rendered

Branding

We translated the iconic Rao’s Homemade brand into a cohesive digital identity, ensuring the premium, authentic, and high-quality feel of their products was present in every aspect of the online store’s design and messaging.

WooCommerce Development

Our expert team engineered a custom, scalable e-commerce platform from the ground up using WooCommerce, building a robust backend capable of handling complex logistics, international shipping schemes, and advanced reporting, while making it easy for the Rao’s team to manage.

UI/UX Design

We architected a smooth and intuitive user journey (UX) and a visually beautiful interface (UI) focused on driving sales. The design makes product discovery effortless and provides a simple, elegant path to purchase, turning visitors into loyal customers.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

Outdated Layout and Section Stacking

Whereas modern users expect dynamic layouts, micro-interactions, and modular storytelling elements that balance visual richness with ease of navigation, the page vertically stacks large image blocks. Such a style feels outdated and monotonous and leads to unnecessary scrolling fatigue.

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Poor Visual Rendering

Several images on the site appear as low-resolution thumbnails or fail to load properly, significantly diminishing the visual experience. Given that Rao’s brand relies heavily on the sensory appeal of food, this issue undercuts the emotional connection with users.

Lack of Conversion-Focused Design

Although most sections of the homepage are clickable, the absence of clear calls-to-action (CTAs) makes the site less conversion-driven. Users aren’t guided toward meaningful next step, whether it’s purchasing, exploring recipes, or learning more about the brand story. Thus the brand misses out on opportunities to drive sales and engagement.

The Solution

Enhanced Visual Optimization and Performance

We implemented modern web performance practices like lazy loading, responsive image sizing (srcset), and content delivery networks (CDNs) for faster rendering. These improvements helped preserve the brand’s premium visual appeal and guaranteed an appetizing browsing experience.

Custom Development with a Modular Layout

Instead of relying on static templates, the site now uses modular content blocks that allow flexible arrangement of text, imagery, and interactive components. This custom development approach makes the website easier to maintain and update, and also enables the brand to create visually engaging, editorial-style storytelling without compromising performance.

Conversion-Focused Design and Optimized User Flow

The new website combines thoughtful design with conversion-driven development logic. Prominent CTAs guide visitors toward meaningful actions at every stage of the browsing journey. Interactive modules, integrated e-commerce elements, and improved navigation ensure that users can move seamlessly from inspiration to purchase.