How Good Foods’ Web Design Ignited Stronger User Interest

Web Design, CPG

In this web design case study, discover how Good Foods overcame its website challenge and boosted brand appeal, partnering with Blacksmith Agency to implement a comprehensive redesign. This led to a 7.6% decrease in bounce rate, a 46% increase in average session duration, and stronger brand interest

About Good Foods

BSA redesigned the website for Good Foods, making it more appealing and improving performance.

Family-owned Good Foods focuses on delivering fresh, globally sourced dips and guacamoles. However, like many CPG brands, it struggles to showcase the quality of its products online. Identifying that their website could not capture their commitment to quality products, build sufficient customer trust, or tell their story, Good Foods collaborated with Blacksmith Agency to reimagine their digital presence. Blacksmith undertook a comprehensive website redesign and crafted a high-performing website that could visually communicate Good Food’s brand essence and product appeal and improve user experience with the company.

Services Rendered

UI/UX Design

This is the heart of our design process. We obsess over your users to make their journey on your site smooth and logical (UX), while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

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.

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Ineffective Communication of Brand Value

The website’s outdated structure failed to effectively communicate the brand’s core story, including its commitment to excellence and unique global sourcing practices. This meant that visitors were not seeing the key differentiators that made Good Foods special.

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Flawed Navigation

The disorganized website structure created a confusing and frustrating user journey for visitors. This poor navigation directly caused users to leave the page quickly, preventing any meaningful exploration of the brand’s products or story and leading to high drop-off rates.

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Failure to Build Online Connection

As a direct result of the poor experience, the website struggled to build meaningful online connections with its audience. It was failing to convey its unique value proposition, making it an ineffective tool for fostering brand loyalty and trust with potential customers.

The Solution

A Streamlined Web Architecture

We completely redesigned the information architecture and streamlined the site’s navigation. This new structure was specifically optimized for CPG consumer browsing habits, creating an intuitive journey that guides customers effortlessly from discovery to product details.

Brand Storytelling

Our team implemented a powerful visual storytelling approach using high-quality imagery and a clean, natural design aesthetic. This strategy effectively communicates the freshness and flavor of the products, reflecting the brand’s commitment to quality ingredients and its unique global sourcing practices.

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An Engagement-Driven User Experience

The entire user experience was re-engineered to be engagement-driven. Every element of the new design was crafted to encourage exploration, increase the time spent on site, and foster a deeper, more meaningful connection between the customer and the Good Foods brand story.